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BEGIN RESEARCH BOOK
&
ONLINE RESEARCH BOOK
(SEPARATE FROM SCRAPBOOKS)
WILL INCLUDE
STORYBOARD
SCHEDULES
THEME
REASONING
TASKS WEEK 1
DELIVERED BY 25TH FEBRUARY
WRITTEN CONTEXTUALISATION – CAMDEN THEME
RESEARCH:
FIND OUT AS MUCH ABOUT JAGGY NETTLE AS POSSIBLE.
WRITE UP YOUR RESEARCH WITH REFERENCES
TASKS WEEK 2DELIVERED BY MARCH 4TH
STORYBOARD
PITCH (INCLUDE YOUR TARGET AUDIENCE DEMOGRAPHICS) – 150 WORDS
ELEVATOR PITCH – 1 MINUTE PRESENTATION – WHAT DISTINGUISHES YOUR IDEA FROM OTHERS? HOW WILL IT BE ACHIEVED?
BUDGET – DETAIL COSTS AND INCLUDE CONTINGENCY (15%)
SCHEDULESHOOTCAST LISTCREWLOCATIONEQUIPMENT (INC LIGHTS)FIRST ROUGH CUT DELIVERY DATE
FIND OUT
Aesthetic
Who owns
What company is worth
http://companycheck.co.ukWhere manufactured
Prices
Collaborations
Designs
inspiration
POSITIONING STATEMENT
Product (Company) Is the one category of product That provides the target customer With key benefit Because reason they should believe you can deliver the benefit
Choose a company
It can be any company
Write a positioning statement using the template
Example:
B&Q Is the one DIY centre
that provides first time buyers with all their DIY needs in one place
because they have large stores in most major towns and cities
Arnold ClarkeIs the one vehicle rental specialist
that provides familieswith affordable and convenient car hire
optionsbecause they keep a large and varied
fleet of vehicles for hire at a more than reasonable rate
Creating advertising conceptLearning peculiarities of target audienceLearning characteristics of product/service to be advertisedDefining competitive advantages of product/service
A FASHION FILM IS AN ADVERT AIMED AT:
CUSTOMERS
INVESTORS
SHOPS
DISTRIBUTORS
MEDIA
A FASHION FILM IS AN AESTHETIC STATEMENT
A STATEMENT OF INTENT
A DEFINING STATEMENT
YOU HAVE BEEN COMMISSIONEDJAGGY NETTLE IS YOUR BOSS
WERE YOU COMMISSIONED BECAUSE YOU’RE CHEAP?EFFICIENT?YOU UNDERSTAND THE MARKET?
YOU HAVE BEEN COMMISSIONEDJAGGY NETTLE IS PAYING BUT YOU’RE IN CHARGE
YOU HAVE BEEN COMMISSIONED BECAUSE JAGGY NETTLE WANT TO BE ASSOCIATED WITH YOUR BRAND
IF YOU STAY TRUE TO YOUR AESTHETIC THEN, WITHIN REASON, YOU CAN DO WHAT YOU WANT
MOBY
REMIXER
NO ELEMENT OF THE ORIGINAL TRACK
PAID $10,000 FOR BRAND ASSOCIATION
http://www.metrovelvet.com/interviews/fashion-films-and-video-making-an-exclusive-conversation-with-luca-finotti
/what is the luca finotti
brand?
Brief You will be creating film for Jaggy Nettle to be promoted through Dazed Digital.Your Fashion film should be max 2mins long Jason Lee, Creative Director of Jaggy Nettle will be in the School to brief you on January 7th. Consider their current market and whether you want to stick with this or investigate different markets through model casting and styling (ie older models, transvestites etc)Research into contemporary Fashion Film and practitionersResearch into Dazed Digital and target audienceUsing the current Jaggy Nettle collection consider mood, styling and the fashion message you are promoting, paying particular attention to model scouting and casting, hair and make upConsider your narrative and appropriate music - what is the story that you are directing?The final film should be appropriate for the Dazed website through contemporeanity and fashion aesthetic. Research BookFinal Film
JAGGY NETTLE
FILM
(UPLOAD TO YOUTUBE & DVD)
RESEARCH BOOK
(PHYSICAL & ONLINE LINK EMAILED TO TIM)
BY 6PM
29TH MARCH
http://www.guardian.co.uk/business/2013/feb/15/wool-makes-comeback
IF THE UK & MOST OF THE WORLD ARE IN RECESSION WHAT KIND OF FILM SELLS ‘bespoke, hand made, heritage,
100%, tradition, ltd edition’?
YVES SAINT LAURENT INCREASE ANNUAL SALES 59%
BOTTEGA VENETA UP 47%
LVMH (LOUIS VUITTON) €6 BILLION ANNUAL PROFITS
CHINA
BIGGEST BUYERS OF
GUCCI
BOTTEGA
KOREA INDONESIA THAILAND
EURO LUXURY GOODS MARKET GREW BY 12.4% IN 2011
‘INSULATED’ CUSTOMERS (THE 1%)
(GUARDIAN FINANCIAL P45 16TH FEB 2013)
TARGET AUDIENCE
ANTICIPATE COMMISSIONER’S (JAGGY NETTLE) REQUIREMENTS
ANTICIPATE WHAT WILL WORK WITH TARGET AUDIENCE (MODEL/STYLING/ART DIRECTION) – DO THEY WANT QUINTESSENTIAL BRIT STYLE AND PRESENTATION?
FIND OUT BY RESEARCH
MUSIC
COPYRIGHT
USE LOCAL MUSIC
NEXT WEEK