COMPONENT TWOCOMPONENT TWO
CAMPAIGN DEVELOPMENT - ILLUSTRATED CASE STUDY
Componenttwoisdivingdeeperintomychoseninfluencerand brandandhowIcanbethestoryteller.
MY CHOSEN INFLUENCER
EMMA CHAMBERLAINEMMA CHAMBERLAIN
WHY?
AsweheadintocomponenttwoIknewlookingatmy recentreserachwhoIwantedtostriveforwhen creatingthiscollaboration.Mychoseninfluencerbeing EmmaChamberlain.whilelookingandresarching aboutemmashedepictedexactlywhatIknewcould beastrongcollaborationwithanexistingbrand.
Emmas drive towards fashion has been very prominentinthehighendsceneformanyyearsnow, herinfluencetowardstheindustrygivesaclear factorinhowshecouldrepresentherowncollaboration totargetthisnewfounderaofherlife.
THINGS I WANT TO ACHIEVE
WhileusingEmmaasmychoseninfluencerI wanttomakesuretocapturehowEmma portraysherselfinherownbrandandhowshe canuseherowninfluenceinfashionto representhernewimagebutalsotofitin themewithheraudienceandspecificallythe onesbackinheryoutubedaysandhowIcan createacollaborationthatportraystheEmma thatwasthereasonshebecamesopopular. ThiscampaignIwanttoshowthepersonality ofEmmaandhowthatcanbeshownina agency manner as well to keep the professionalismstrongandtoconnectasmuch withanindustrystandard.
WHY?
AfterresearchingbrieflyintothebrandIknew thatthisbrandwouldbethebestmatch towardsEmma.Whilelookingattrendsand Emmaspreviousfashionsensethisbrandwouldbe aperfectrebrandforeachsideandtoexpand theirowndemographic,awaytoenticeconsumers intothisnewcollectionthatlinksbacktothe rootsofEmmaChamberlain.Thisbrandfitsin withthethemeofEmma ’ s‘Old’styleandcould benefitfromabrandthatrepresentsthatsideof Emmainwhereitallstarted.
MY CHOSEN BRAND PACSUN PACSUN
THINGS I WANT TO ACHIEVE
Iwanttolookintopastcampaignsofthebrand andunderstandhowtheyportraythemslevesand howtheyworkwithotherinfleuncersofbrands andseewhattheirethicsarelikeaswell,Iwant togetintothemindestofabrandlikepacsun wouldtakethisopportunitytotacklesuchabig campaign move such as Emma chamberlain. Pacsun’sbrandfocusesonthebeachfeelanddenim, thisalllinksbacktoEmmasinitialstyleofthe ‘Vsco’trendwhichbeganwhenshefirstmovedto LAandhowherownpersonalbranddeveloped,with thatknowledgePacsuncouldcreatealimited collectionthattargetsthosedemographicswholove the‘old’versionofEmmaandhowtheycantwist ittofithercurrentbrand,thisexpandsthe consumerdemographicforbothsides.
EveKellywasoneofmyinfluencerswhoIlookedintoforthis campaign.Iwantedtoreflectonheruniquestyleandinfluencein thestreetwearsideoffashion.Evehadbeenknownforherstyle onsocialplatformsandthatcouldbehernewinfluenceforthe streetwearstyletocreateherowncollection.whileIhadthese ideaswithinmyresearchforeveKellyIstruggledtofindmuch depthintheresearchotherthanherworkandprojects,this gaveahardunderstandinginhowIcandepicthoweveKelly wouldbeshowninthiscampaignanddidn'thelpmegainresults forthisideaandIfeltitwouldn'tbeastrongcampaign.
&
WHY I DIDN’T CHOOSE WHY I DIDN’T CHOOSE INFLUENCER
BRAND
BrokenplanetisanupcomingstreetwearbrandwhoI researchedintoformycampaignIdeawithevekelly,broken planetisevnviromentallyinvolvewiththestrugglesoffast fashionandhowithasimpactedtheenvironment.While lookingintothecampaignideaIfeltasitwasn’tthe strongestideaformycampaigntocreateasortof collectionaroundEveKelly.Idecidedtomynowchosenidea wasstrongthanthisinitialoneandInewIcouldexpand furtherintomychosenone.
KELLY & BROKEN PLANET
WHY I DIDN’T CHOOSE WHY I DIDN’T CHOOSE
INFLUENCER & BRAND
WheniresearchedintoAddisonRaeIknewthat herrebrandwouldbesomethingIwantedto focuswithinhercampaignandhowIcould targetthisnewfoundaudienceintoconsumers. WhileIhadafewideasinwherethiscampaign couldbecreatedIstillfoundittroublingtograsp howI'dportrayitasacampaignthatwouldlink tomyresearchandhowIcoulddisplayisphysically frompaperwhichisoneofthemainreasonswhy Idecidedtonotdoso.
Whilelookingintohottopicforthebrandtocollabwith Addisonmyfearwashow‘niche’thebrandmightbe foraoverallaudienceofAddisonanditmaynotleadto aunderstandingonthecampaignwhichcouldendup notbeingastrongenoughcampaignideatopiece togetherhowitwouldwork.Idecidedtonotchoosethis brandduetoit’smore‘closed’aestheticwhenitcomes tothegarmentsandstyleoftheclothingwhichmay leadtoastrugglewhencombiningacampaigncollection withAddisonwhichmaynotbeasuitablefit.
ADDISON RAE & HOT TOPIC
20/20
I’vedecidedtodothe20/20methodwithmychoseninfluencerandbrand-thismethodwillgive meaclearideaintowhatbothofthemrepresentandhowIcantakethosekeyfeaturesand progressitintomyownwork.
The20/20methodistoshowinitialideaswithmychosen influencertoproduce20wordsthatfitandrelatebackto myinfluencer,thishelpstocreateinitialideasformy campaign.
BEACH AMERICAN TEENS DENIM FRIENDSHIP WAVES BEACHWEAR WESTCOAST VSCO
20/20 20/20
cThe20/20methodistoshowinitialideaswithmy bhosenbrandtoproduce20wordsthatfitandrelate acktomybrand,thishelpstocreateinitialideasfor mycampaign.
TEXTURE AESTHETIC
LA COOL GIRL CLOTHING
BIKINI SURFERS
STRENGTHS WEAKNESS
Hasaconsistentfollowingthroughouttheyearsintheir collections.
Displaysmultiplebrandsontheirwebsitewhichleadsabroader consumeraudience. interactswithinfluencersoftenandwillhavecampaignsand collabswithinfluencerswhichshowsgoodgaininrelationships.
OPPORTUNITIES
Areuptodatewithtrendsandproducegarmentsthatarein trendandpopular.
Hasalimitedagerangeandonlytargetstheyounger demographic.
aretruetotheirownbrandandpromotesocialissuesin minoritieswiththeirgarmentsi.eblackownedbusiness’ Hasbroadenedtheirbrandsandhostmultipleonesontheir platformswhichcreatesmoreopportunities.
Isafastfashionbrandwhichshowspoorethicsanddamage totheenvironment. Onlystaterelatedpromotion,doesn’texpandinregionsor differentculture.
THREATS
Thebrandhostssimilarclothingwhichcreatesa moremassproductionleadingtolossofproductsand sales.
Brandmightdieoutwhiletheylosecustomersinthe agerangewhoaren’tasinterestedinthatstyle.
INTITAL CAMPAIGN IDEAS INTITAL CAMPAIGN IDEAS
CAMPAIGN ONE CAMPAIGN TWO CAMPAIGN THREE
Whiledoingthe20/20methodmy firstcampaignideaistodevelopa newrouteforthefastfashion industry,Creatinghighendquality withaffordableprices.Combingthe useofPacsunandEmma’sInfluence inthehighendmarketi’dliketo produceacampaignwithacollection ofhighendclothing,thequalityof organic materials but still more affordablethenausualhighend bracket.thingslikelinengarments andrecycledenimthathasEmmas newfoundinfluenceforfashionand creativefreedom.
Mysecondideaforacampaignwith pacsunandEmmaistocreatea charityorganisationthattargets theeffectofglobalwarmingand howtotackletheaffectofland wasteonbeachesEspeciallyinthe westcoast.IwantedtouseEmma Chamberlainasthefaceofthe brandtoshowawarenesstothis charity.Iwantedtocreateasystem wherepruchasesfromthebrandgo backintothecharitycausetotackle theissue,thiscampaigncanshow thestrugglesofwasteinLaandhow thecityisn’ttacklingthesubject enough.
MyfinalcampaignideaIwantedto createacollectionthatsurfaced aroundEmmasYouTubecareer,baby teesanddenimshorts;itemsthat linksbacktoher‘old’stylebutwith hernewformoffashioninfluence. thisisawaytoconnectbackin with her fans and create the nostalgiathatsomefansfeelislost withinEmma'snewriseinfameand steering away from her usual contentthatmanygrewtolove. thiscampaogngivestheconsumers therealityinwhytheymadeEmma chamberlainfamousandwhyshe wassoloved.
MY CHOSEN CAMPAIGN
MY CHOSEN CAMPAIGN
AfterlookingatthedifferentideasinwhatcampaignIwanttocreate;thesenext fewslideswillshowmyideasandthoughprocessinwhoIcancreatethiscampaigncome alive.
MY CAMPAIGN IDEA MY CAMPAIGN IDEA
Mychosencampaignwillbe‘campaigntwo’.InthiscampaignIwanttousetheinfluencethatEmmaChamberlainrepresentsnotonly infashionbutalsoasacause.Globalwarmingisareccuringissuethatissurfacingmoreandmoreastheyearsgoonandwiththat comestherippleeffect,‘landwaste’therapidriseofovercomsumptionisshowingonthestreetswewalkonandeseciallypopularsites suchasthewestcoast.WhileEmmadoesn’thavemuchinfluenceforthesecausesIthinkthiscampaigncancreateastrongbase fromherplatformtoshowcasethestrugglesofwasteonhercity‘La’.
ThiscampaignwillshowhowaCalifornianbrand‘Pacsun’andtherenownedyoutubestarwhowhosesbasedinLosAngelesandhow theycantargetthedevastationofglobalwarmingintheplacetheylive.Ithinkusingthiscampaignstylewillshowtherightthing todowhenhavingaplatformandusingthecausetobenefitfrombothpartnersandtheplanet.EmmaChamberlainisknownfor herapperanceinmanyfashionbrands,thefaceof‘lancome’andambassadorfor’cartier’it'sshownhowinfluentialshe’sbecomeinthe fashionscene.Butthiscouldcreateabarrierbetweenherfollowerswhocan’tconnectwithEmmaandpurchasesomethingfrom thosebrandswhereassomewherelikethefastfashionbrandPacsuncreatesamoreaffordableplatformthatisconnectedtoEmma. ThecampaignwouldbeaboutcreatingacharitybasedtowardslandwasteonthewestcoastofLosAngelesandhoweachpurchase throughPacsunwillgobackintothischarity.EmmaChamberlainwilbethespoke’spersonforthiscampaignandexplaingtousthe devastaionthissituationjascausedtowardsournaturaltreasuresandhowwecanhelp.Creatingacharitywillgivetheconsumers knowledgeandalsotraffictowardsPacsuns’salesfromtheinfleucneofEmmaChamberlainbutalsodoing‘theirpart’.Thiscampaign willtacklethesocialissueofgreenwashingandhowIcancreateastrongbasedcampaignthatrepresentsfairlywhatabrandcando ontheirpart.
THE CHARITYTHE CHARITY
IntheseslidesIwillshowmyideasinwhatIwantthecharity tobeportrayedasandhowIcanintroduceittothe campaign.
THE CHARITY
THE CHARITY
Thisslidewillbeexplainthein’sandout’sofwhatthecharitywillbe aboutanddifferentideasofhowIcouldportraythem.
Thecharityofmycampaignwilltargetthe enviromentalissuesofwasteandlitteronour beachesandhowwecanhelptargetthisglobal issue,withmybrandbeingCalifornianbasedand alsoverypassionateabouttheirfoundedstateon theirsocialsandevenintheirclothingstyleI thoughtthecharitycantackletheissuesweface onthewestcoastbeaches.thisshowsthebrands seriousnesstowardstheirownbeachesandhow they’regivingbacktotheirstateandenviroment.
ThisalsoappealstoEmmaChamberlainwhowillbe thefaceandspokespersontowardsthiscauseto helpbringinconsumersandaaudienceforthis issue.InthischarityIwanttoshowhoweach proceedsofagarmentboughtwillgotowardsthe charityofPacsunandalsohowtheyhavetargeted thatissuebyinvolvingtheconsumerintheirgood deed.
PThecharitywillbedisplayedon dacsunswebsiteandwillgointo oetailsontheissueoflandwaste gf‘your’localbeaches,thiscan eivetheconsumerinsightinthe wthicsofPacsunscharityand gheretheconsumersmoneywill owhenpurchasingaproduct.
uWiththischarityi’dliketocreatea‘sign p ’ pagewhereconsumerscansignupafter Ttheirpurchasegoestowardsthecharity. phissignupcanbealeafletofhowthe roceeds are being used and thedenvironmenttacklesofwhatpacsunsis eoinginthecharitytocreateabetter nvironment,thiscanbecreatedbyusing ltheiremailorphonenumberwithaQR tinktowardsthespecialnotification owardsthecharity.
WhencreatingmycampaignIwantto understandwhatmycampaignwillbe portrayedas.Thesenextcoupleslideswill bemebrainstormingideasandhowIcan createastrongimageryforthecampaign andtargetwhatthecauserepresentsas well.AsEmmaisthefaceofthischarity campaignIwanttoincludeheralsointo thiscampaign.Myinitialideaforthis campaignistocreateimageryanda promotional video that targets the globalissueofwastelandinourbeaches andenviorment.
CREATING A CAMPAIGN CREATING A CAMPAIGN
Iwanttocreateacontrastthatproducesa promotionalcampaignthattargetsmycause,The charitywillbecreatedwithinthebrand-thiscould mealsocreatingawebsitepageforthecharitywhich undergoeswhatthecharityisaboutandalsobranding towardsthecauseaswell.Iwanttocreatethisgapin themarketandshowhowabrandhascanusetheir platformforgoodbutalsoknowtheinfluentialvalues behindainfluencerandhowtheycanusetheir guidancetoproduceastrongcauseandcreateahigher volumeofconsumersforeachbrand.
Showthecampaignvideotobegin on a beach with models, contrastingshotsofthesunset andacleanbeachwhichwill representthisWestcoastfeelto linkinwithwherethebrandwill bedonationtowards.
STORYBOARD STORYBOARD CAMPAIGN VIDEO
WithinthiscampaignvideoIwantthefocustobe aboutthecharitythat’sbeenmadewhilealso havingthosefeaturesofemmacomethroughas well.It’simportanttogetamessageacrossso showingfactorssuchasaddinginnewsimageryto showtheeffectoftheplanetfromlaandhowthis canspreadthewordandurgencyonwhythis campaignissoimportantandhowtheindustry showstheirownformofgreenwashingandhowwe cangainitinapositivelight.
Iwantashortpromotionalcampaignvideo thatcouldbepresentedonthesocialmedia platformsofEmmaChamberlainandthe beach ,thiscanbearealitycheckformany peopleandswitchtoasceneofbeingina rubbishsite,thecontrastofthemodels standingaroundtherubbishtoportraythe socialissuesthatarefacedwithglobal warming.
Thiscampaignvideowillportraytwodifferent scenesinthevideothatwillrapidlyswitch betweenoneanother,thiswillcreateadrive ofpanictowardsaconsumeronwhatwecan dotohelptowardsthecause,Iwantthe imageryshotstobesimpleandpotentially withavoiceoverormusicthatfitswithin thethemeofurgencyan consumersin.
Thiscampaignvideowillbethefaceofwhat thiscampaignwillbeaboutandhowwecan showapositivepartnershipwithanifluencer tocreateabiggercauseathand.Iwant thisvideotoshowcasewhatthesocialissues arebeingfacedwhenwetalkaboutglobal warmingandhowEmmaisinvolvedin changingthefutureforherselfandher followers.
MOODBOARD CAMPAIGN VIDEO MOODBOARD
MOODBOARD CAMPAIGN VIDEO MOODBOARD
CAMPAIGN VIDEO MOODBOARDS
InbothofthesemoodboardsformycampaignvideoIwantedtoshowthecontrastofwhatthecampaignisabouttoshowmy understandingtotheeffectforhowIwantthisvideotoimpactonaconsumer,Itshowsthebeautifulandtheuglyofour planetandhowtheuglyiscreatingabiggersurfaceinwhatcouldonlygetworse.
Inonemoodboardi’veshownhowtheimagerywillbedisplayedinabeachsettingtorepresenttheWestCoastinwhichthe charityisbasedon,IwanttocreateasoftsettingwiththesunrisecomingupInthebackgroundtoshowthebeautyof mothernatureandrepresentourworldinthisbrightlight,theclothingwillbesoftandairytogivethat‘LA’feelofthecoast. formysecondmoodboarditshowsthedarknessofthecause,rubbish,overconsumptionandlandfillthathasbeenproducedover themanyyearsandwhywehavestruggledassocietyinthesethings,itshowsthatourpatternedbehaviourwillonlyprogress furthertocreateabiggerproblemthanwealreadyhaveandhowitportraysinmycampaignvideowillbeveryimportantto giveabigenoughimpactintheimportanceofthecampaignforthecharityandcause.
Idecidedtochooseacampaignvideofrommychosenbrand‘Pacsun’ forinspiration,thisgivesmeaclearunderstandinginhowthe brandportraysthemselvesandwhatIcandotoproduceafitted videothatwouldbeseenontheirplatforms.
VIDEO CAMPAIGNVIDEO CAMPAIGN INSPIRATION
Thevideoisacollectiveofsimpleshotsonabeachandalsoin differentsettingsaswellsuchasahouseandbedroom,thesimple aestheticlinksbackintotheirrelaxedwestcoastappealand thatswhereIwanttonailthe‘lighter’sideofthecampaign video.
Lookingintomybrandspastcampaignscanhelpmedevelopewhat leadIwanttotakeandhowtheireffortscanbeputintomine tonotdeterawayfromtheirimageI’dtakedifferentelements ofthevideosuchasthelocationofthebeachwhichlinksintothe campaignfortheglobalwarmingtowardslandwasteand especiallythewestcoast.Thesecinematicshotsaresimplebut canbemanipulatedinmanywayswhichgivesmeawiderangein whatIwanttodecidehowIcanportraymyideaintothis campaignvideo.
VIDEO CAMPAIGNVIDEO CAMPAIGN INSPIRATION
tneycampaignbackin wnasrepresentationin theglobalissuesofthe urestheissueswithin urpart.alongsidewith t ’skeythatthesocial macompanyasitisto hebrandwitheithera standupforthisissue, rstandswhatneedto onologueofwhypacsun eatethischaritythat steinthewestcoast.
ForstylingideasIwanttogivea‘free’beach looktomymodelsandthecampaignthiswill alsoaddacontrasttothelocationofthe wastelandtogivethatoppositeattractionto theimage.
FormymodelsIalsowanttolook intomakeupandhairandwhat Icouldproduceformymodelsto fullygivethatoceanlooki’ve beensearchingfor.
Iwanttoaimtodofour-eight strongcampaignimagesthat representwhatthecampaignsabout andcanbepromotedonsocialsand thewebsite.
CAMPAIGN PHOTOS
IDEAS
Iwantaequalamountofphotos thatrepresentthewestcoastfeel andthedynamicofawastelandto createacontrastbetweenmy campaign.
Forlocationi’vedecidedtodo abeachthatrepresentsthe westcoastandsomesortof wastelandthatcancreate ajuxtaposition. Thestylingandlocationideaswillbeanother factori’lllookintobeforeIcreatemyphotosso Icanhaveabiggerunderstandingintowhat directionIwillface.
MOODBOARD CAMPAIGN IMAGES
MOODBOARD
CAMPAIGN PHOTOS
InthiscampaignmoodboardformyphotosIwantedtocapturethestyleandlocationofhowIwilldepictthis causeintoavisualaspect,Iwantedtoaddlittletrinketsintothemoodboardsuchastherubbish;bottles,cans etc.togiveafeelofhowinvasivethisissueisandtocapturethatinmythoughtprocessaswell.
decidedtoaddinacolourpaletteoftheclothingaswellformymodels,Iwanttofeelasmuchtowardstheocean “WestCoast’’butintroducingitasapersoninstead,thiswillgivethesympathytowardstheconsumersforour oceanandhowbigofanimpactitwillbetostartthechangenowbeforeit’stoolate.
CreatingamoodbaordgivesmeinspirationintohowIcancreatemyfinalimagesinthedirectofmyimagination, amoodboardisavisualwayformetolayoutthesevisionsallintoone,thiswillhelpmeexpandmyresearchinto thestylingelementsandalsodifferentinspirationimagesIcanusetoreferbacktoo.
CAMPAIGN IMAGERYCAMPAIGN IMAGERY INSPIRATION
Myfirstinspirationformyphotoshoothascome fromtheiconicChanel,Thefashionhouseis renownedfortheircampaignimageryandhighend feel,thesetwoimagesfeeltheclosettomy locationandhowi’llportraymymodelsaswell.a laidbackapproachwithasimplisticbackgroundto letthemodelsandproductsthemselvesdothe talkingto‘make’thiscampaigncomealive.
Withthe‘trickledowneffect’thiscanbe incorporated in my own campaign Imagery, comparingthehighendlookoftheindustrywhich issurroundedbymychoseninfluencerEmma Chamberlaincangivethatpolishedfeelofthe highendfashionbackintofastfashionandgives theflareinwhatchamberlainssucesshasbecome ontheindustry.
CAMPAIGN IMAGERYCAMPAIGN IMAGERY
INSPIRATION
Thesetwocampaignimageswillbemymainfocusfor thecampaign ,thiscampaignisacollaborationwith EmmaChamberlainandPacsun.Thisshowshowmy choseninfluencersandbrandalreadyhavehistoryand areknowntoworkwellwithanotherwhichaddsa strongerbasistomycampaigninwhyEmmawouldbe aspokespersonforthecharityandcauseduetotheir workrelationshipinpastyears.
TheimagesportraytheaddedflarethatEmmaadds tocampaigns,themixofherownbrandwithpacsun createsthisperfectbalanceofwhenabrandcan bouncebackwiththeinfluencer,Iwouldusesomeof thesecampaignimagestocreatemyownimageto keeptherealisticfeelofifEmmawasinvolvedinthe charityandstoreferencewhoandwherethose imagescamefromandhowIcanmakeitintomyown style.
SOCIAL MEDIA SOCIAL MEDIA DISPLAY
InthesefewslidesIwillshowmyplansforpacsun’ssocialmediaand templatesinhowIwillchangethem.
Oneofthemainfeaturesin mycampaignwillsurround howi’lldisplaymycampaign onmybrand’swebsiteand howIcancombinesimilar characteristicstoadda surrealismandpolishedlook.
SOCIAL MEDIA SOCIAL MEDIA DISPLAY
THE BRANDS WEBSITE
‘I’vetakenascreenshotofmybrand Pacsun’website,thishelpsme Ireferbacktotheirdisplayandhow mcantakedifferentpartsthat saketheirbrandingdistinctive huchasfontsandlayout.thiswill eelpmenotdeterfromPacsun’s thics and keep the brandsinvolvementflowingthroughout.
THE WEBSITE
I’vedecidedtocreatemyown templateformywebsitepageofmy campaign ’ s charity. this helps createaclearplanwithroomto addmyowncreativityandadapt. Thisalsoshowsmyplanningwhenit comestocomponentthreeandhow i ’vesetoutallmypossibilitiesin whencreatingmyfinalpartofmy campaign.
SOCIAL
DISPLAY THE WEBSITE
InthistemplateIwantedto createapageinwhatwouldbe the main display and introductiontothecharitypage andEmmaChamberlain,this pagewouldbeshownfirstonany linkpressedandalsothehubin whereaddedinformationcould besourcedaswell.
The display of Pacsun’s Instagramaccountshow’sa lotoftheirownproductsand reels,withvariousinfluencer wearing the brand and promotingtheirproductsit feelslikea‘heavy’feedwitha worldfullofinformationand no true distinctive theme flowingthroughoutit.The brandhasactivesocialmedia andpostswithineverycouple ofdaysandusesthewayof promotionontheirinstagram storiesandreelstofeedthe consumerinonthelatest pieceofinformation.
SOCIAL MEDIA SOCIAL MEDIA
DISPLAY
InmyowntemplateIwantedtocreate astrongcolourpalettethatwouldalso beathemethroughoutmycampaign, thishelpskeepadistinctivefeeltothe campaignfromaconsumersperspective and intergrates a piece of the campaignintotheirownmemory,this helpstoshowbrandinghasabigfactor incampaignsandhowtheconsumer feelstowardsitcangiveabigimpact in the success of the campaign. AlongsidethisIwanttocreatea calmerapproachwithminimalImages andvariouspostsofpromotionthat linksbacktothecampaignwhilestill keepingthemallinthesamecolour themetocreateablockgridofpurely thecharity’scampaignwhichcouldbe sortedeasily.
CAMERAS CAMERAS
Iwantedtoaddaslideinwhatcamera’si’mthinkingofusinginthe campaignandwhy.thishelpsmyresearchintomyplanningforthe campaign.
AniPhonecameraisaeasily accessiblecameratohavewhich helpswhentakingpicturesfor mycampaign.
Theiphoneisawaytoshow howanormalhouseholditem canbeusedinacampaign shoot.
IPHONE CAMERA
Theiphonecamerahasmany differentsettingsandiseasyto workwithaswellwhichcreates aneasierphotoshootwithless complications.
Withaniphonecameraaswell it’seasilyaccesibletohavethe picturesathandtoeditthem andalsoseewhattheylooklike.
Using this camera can also benefitmewithbehindthe scenes shoots for additional researchandtoshowhowi’ve displayedmymodelswithstyling andtheuseoflocation. Usinganiphonecanalsohelp withformattingonsocialmedia postsasitwillsitinthesame proportionsofinstagramandalso thingslikepromotionalreels.
WiththedigitalcameraIwant toshowanewdirectioninhow thecampaignimagescouldlook withthecameraandcompare thedifferencesoneachdigital device.
Theresawiderangeoffeatures andcustomisationwhichcanhelp megetaspecificstyleofphoto.
I decided to consider a digitalcameratogivethis ‘vintagefeel’thegrainylook canaddmoredepthtothe imagery.
DIGITAL CAMERA
Ihavemyowndigitalcamera whichhelpsasitcangivea differentfeelonadifferent digitaldevicewillshowanew looktotheimagery.
Usingadigitalcameraalsohas goodstorageandisabletobe easilystoredaswellwhich helpswheneditingaswell.
Usingadigitalcamerawillalso showanewperspectiveinthe differencesofthedevices,the cameracanshowanew‘raw’ feelofthecampaign.
I’veusedaDLSRbeforeandI think it can add to my techniquesaswelltoshowhow I’veprogressedinmyownskills.
Thiscanoncamerawillalsobem ymaindeviceforshootingmy campaignvideoasit’llhavea clearlensetocapturescenes.
Usingthecamerawillalsohelp indifferentshotssuchaswide lensetocloseupswhichwill capture more high quality imagesaswell.
CANON DSLR
UsingaCanoncameraalsoadds professionalismtomyworkasit gainsacloserfactortohowthe industrywouldworkwiththese typesofcamerasintheirown campaigns.
Icanusedifferentfeatures onthecamerainwhichcan addmoredetailtothephoto which other devices can ’ t provide.
Iwantedtoaddamore ‘professional’cameraformy campaigntogiveapolished looktothecampaign.
STYLING STYLING
Withinthesenextfewslidesi’mgoingtoshowthestylingelementsforwhatI wantmymodelstobewearinginmyphotoshoot.
MOODBOARD MOODBOARD STYLING
MOODBOARD
STYLING
InmymoodboardforstylingIwantedtodepicthowmymodelswillbeportrayedinmycampaign.I’ve decidedtogoforalightfeelwithinthegarments,shadesofwhitestobeigeandsoftmaterialssuch asfabricskirtsanddressestogiveabohemianfeeltothemodelsandalsotokeepinthemewith howpacsundressestheirownmodelsinstylingandalsoformetobasewhattheyshowintheir clothingtoshowthatpacsunisthebrandandhowIwon’tdeterawayfromitbutalsotomakesure toaddEmmaChamberlainflaresintothataswell.
Iwantedtocreateajuxtapositionofhowmymodelswillberepresentedas‘thebeach’or‘Mother Earth’asahumanformtocontrasthowtheclothingwilllookagainstlandfill.thiswillcreatea realitycheckofhowtheharshrealityofourbeachesareaffectedbywasteandoverconsumption.
STYLING OUTFITS CROQUIS STYLING OUTFITS CROQUIS
MOODBOARD MOODBOARD HAIR
MOODBOARD HAIR
TofitonthemewithmystylingIwantedthehairtofitalongsidethisbeachfeel,carefreewaves inthehairtomessystyledplaitstocreatethissurferfeelthatpacsunportrayssooften.my modelswilltendtohavelongerhairbutalsoafewshorterlengthstorepresenthowitcouldbe anyonetobeeffectedbytheglobalcause.I’dalsowanttoaccessorisethehairwithgolddetailsor clipstoaddmoredimensiontothehairstyles.
Hairstylingcanbesoimportanttofittingthefinalpiecesofthemodeltogether,itcreatesa polishedfitandcorrespondstotherestoftheoutfit.Iwanttocreatethiscarefreefeelbecause that’showtheenvironmentshouldbe,naturalandinitsownhabitat.thatswhymyhairstyles willbedisplayedinarelaxedmannertofitinwithwhati’mgoingtoportrayinmycampaign.
MOODBOARD MOODBOARD MAKEUP
MOODBOARD MAKEUP
InmymakeupmoodboardIdecidedtocreateaglossyfeel,asoftglamlookwithbrightblush andhighlighttocreatethisfeelofalightairyfeel.Makeuptellsalotabouthowamodel willbelookedandmykeyideaistocreateasoftappealtomymodelssoallofmystylingwill seamlesslyflowthroughout.Asoftlipandpinkundertonesgivethissunburntfeelofthe hot‘LaSun’tokeeponthemewiththislocationbeingthewestcoast. Iwanttopracticesomemakeupideasbeforedoingmyfinalimagerytocreateafinalised conclusionintohowexactlyIwantmymakeuptolookonthemodelsandtoshowmytrail anderror.
LOCATION LOCATION
InthesenextfewslidesI'mgoingtoshowafew locationideasinwhereIwanttouseformy photoshoots.
WEST COASTWEST COAST
AsPacsunandEmmahaveonemainthingincommonCalifornia,asthey’rebothcalifornianbasedIthought itwouldcreateabiggerimpacttowardsthecharityto beaboutthewestcoastbeachesandtheimpactit alsohasontheconsumerswhooftenbuyfromthese brandsforthesamereason.Whilethewestcoasthas thebiggestfactortomycampaignit’salsothe struggleoffindingalocationthatismostsuitedfor theWestCoastasIcan’tunfortunategoandhavemy photoshootthereIneedtoresearchintowhereIcould takemyphotoshoottocomparetheclosestlookand feeloftheCostalappealinmycampaign.
FORMBY BEACHFORMBY BEACH
Whilei’vebeenlookingforlocationsclosettothewestcoast,formby beachwasonethatresembleditthebest,sandyshoreandsand duneswhicharewhatalotofcalifornianbeachesalsohave.Asthis wholecharityandcampaignisinrelationtotheCaliforniancoastit’s importantformetorepresentitascloselytothebrandaspossible thishelpsthecharityhaveastrongcaseandital lookedintohowthebrandpromotesit’sselfa importancetotheirhomestate.
Whiledoingmyphotoshootsi’llbeimplementingth alongsidehowEmmachamberlaincanalsobeplace finalisedcampaignvideosandimagery,sobyhaving ithelpsmefurtherthestyleofpacsunandcreate furtherthecharitycampaignallaround.
