SWITCH MOTIONOakley’s project

Concept IN - OUT

Jennifer Pilet / ESVM 2011 - 2013

INdexIntroduction

Observation of the brand 1 - 2Brand position 3 - 4Target public 5 - 6Problem and solution 7 - 8

Intentions

Art reference 11 - 12Proposed values 13 - 14Intention proposed values 15 - 16Stop motion intentions 17 - 18Intentions Materials 19 - 20Interior input 21 - 22

Concept

Concept development 25 - 263D view 27 - 32Materials windowstore 33 - 34Art reference 35 - 36Declined materials 37 - 38Technical plan 39 - 44Declining technicl plan 45 - 46 Indoor 47 - 483D indoor 49 - 52Déclinaison 53 - 56Communication 57 - 58Budget 59 - 60Stop Motion 61 - 62Conclusion 63 - 64

Oakley is a brand that promotes two strong values, technology and design, both are combined to sell a symbol of excellence.

These values can be felt on the internet pages as well as in certain advertise-ments

Oakley strives to innovate especially for events, the internet site is well furnished with celebrities and videos

Points to improve :

The shops do not have a common concept, problem of POSExternal communication is cold and does not follow a common lineAttract clientele with interactive shop windows and creating a wahoo effectExcite customers and give them an experience

ObServaTION Of THe braNd

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luxe

TechnologieTechniqueyle.

Lifestyle

Discount

To understand Oakleys values i twas necessary for me to study the positioning of the brand. My study rests on four criterias; Discount, technology, luxury and lifestyle.

Oakley is a brand with a strong technology that stands out as its best valuer. Pricing is adapted to a sporty clientele. Sports addicts are avid for quality.

braNd POSITION

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TarGeT PUbLIC

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Customer caracteristics and demands

The customer aimed for is a sporty one which knows and appreciates the quality of the products

Actual perception of the brand

The target clientele is sportsmen and woomen aged 25 to 35.

Desired perception

The brand wishes to enlarge its scope of clientele and not only the athletesTherefore a more broad scope of clientele is aimed for with our concept

Problem

The problematic of the Switchlock communication is that it does not catch your eye.Clients do not stop to look and those that do don’t understand

Clients do not stop to look and those that do don’t understandOakley has tried a poster technologie to communicate

Posters are a good means of communication but for this technique it does not work. It needs something more eye catching.

Actually the aimed public of the oakley brand are ones that use social networks.

The Oakley briefing asks us to create a concept with three points.1. Simplicity / 2. explanation / 3. interactive.

Solution

depuis l’extérieur du magasin à rentrer dans le magasin. My concept replies to the problematic through a stop motion flash. Stop motion is simple, clear and efficient. The clients are attracted directly outside giving them the wish to enter the shop

When inside the shop I push the client to try the switchlock themselves

My concept also replies to the internet problematic. To communicate my concept it is is totally declinable on all social networks and internet

PrObLeM aNd SOLUTION

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INTeNTIONS

PrOPOSed vaLUeS

Animation

EmotionExperience

SimplicityRepetition

Reference

My first intentions came on seeing the rapper Stress involved in an advert for Coop

The values I propose are similar to this advert. 11

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arT refereNCe

Anoush Abrar

The famous fashion Photographe

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INTeNTION PrOPOSed vaLUeS

Simplicity

Repettion

Emotion / Experience

Animation

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INTeNTION STOP MOTION

Stop motion is a film technique

It consists of taking a multitude of shots and combining them to make an interactive film

Reference

Adidas Originals «stop motion» in the streets of Paris

The ESCP Europe Human Experience

Bruno Mars et B.O.B«stop motion» video clip17

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INTeNTION MaTerIaLS

Aluminum

MDF / Wood

Corrugated cardboard

Frameless Screen LSD

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INTeNTION INdOOr

Model - customer

Visual

Tripod, camera equipment

Atmosphere photo studio

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CONCePT

The switchmotion concept is a simplified version of switchlock with picture pacing. Symbolic usage of repetitive images create a dynamic message en abling easy understanding of the system of this technology.

deveLOPMeNT CONCePT

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3d vIeW Of THe WINdOSTOre

For my window the main aim is to attract the client

This concept answers this wish by diffusing stop motion on 8 screens. The stop motion is sent to the screens simultaneously so as to give 8 of the same pictures

The central box is lit up to clearly show the googlesThe concept is easy to make and carry. The effect is immediate on the clients 27

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MaTerIaLS WINdOWSTOre

Advantages

Light weightLow costWell isolatedRecyclable and biodegradableEasy to manipulate

Disadvantages

If it is crushed it will lose all its rigidity

Sustainability and eco design trend

Cardboard furniture is an obvious tendancy. Whether rimmed or compressed or with holes, cardboard is very strong and can be used for different ideas

Tendancies depend on our environnnement and events of our society. For example : oil spills, tsunami, politics, ecology. These events define color patterns, ma-terials and creative spirits

The tendancy which I use in my concept is very « a la mode » today.Many designers have adopted this material. As I said before this substance is very easy to work with which enables a close contact with the cardboard.

Basic structures are often made of this material. Designers then add a thin cardboard as a final layer to finalise their creations

Corrugated Carboard

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arT refereNCe

Here are some examples of furiture made by well known designers

Description of the pictures starting from the left.

1 | Chris Gilmour Italian artist, creator of car and scooter

2 | Lazerian Studio

3 | Kawamata Creator of the gallery while children board (workshop)

4 | Frank Gehry Collection designer inesca pable ‘Easy Edge’ sold in the home Vitra. 35

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MaTerIaL varIaTIONS

Richlite / bio1249 euros about

Aluminium666 euros about

Cardboard624 euros about

Wood / MDF16 mm thickness280 x 207 cm / 2 x637 euros about / with paint

Prices are for measurements of the windows-tore with cutting for screens, and box.

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TeCHNICaL PLaN

Thin black cardboard. To ensure a mat and smooth finish three plaques will be stuck together.

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260

cm

350 cm

116.6 cm 116.6 cm 116.6 cm

TeCHNICaL PLaN

260

cm

116.6 cm

60 cm

Bottom plate

Opening for the door

Roof of the box

add spot41

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3 boxes are delivered separately

The assembling is very simple. One only needs to stick them together and then add a bolt to hold them together

The shelves are fixed iwth wooden pegs. Te pegs are pushed in and the shelves are then placed on them. (All the furniture is delivered in a black finish)

deCLINaTION Of TeCHNICaL

Proposition of the different panel declinations.

I propose that the panels should be smaller with less screen or smaller screens with smaller panels.

Therefore the mounting is similar but can be adapted to different sizes

Changed screen display Display size 60cm wideThe central box is replaced by a screen

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Display size 60cm wideThe central box is replaced by a screen

Same disposition with a smaller panel and screen

INdOOr

The interior concept is a follow on to the outside conept

On the back of the window kit I propose a backdrop and also a small shelf. The studio effect will therefore be found behind the window. I propose to use the back of the win-dow to gain place and facilitate signage

The interior concept proposes to place the client in front of the backdrop, to lend them a pair of glasse, gloves, and jacket making them feel like they are in the moutains. The client will then have a period of time to take 5 photos

They will then choose the nicest pictures with the salesman who takes the pictures.. These photos will then be sent directly to the screens in the shop

This concept enables the client to be with Shaun White, to take his place and become ambassador of the brand for a while

This concept is very strong because the client touches the product, he holds it his hands and is therefore much closer to buying it

The client can then find his photos on the Oakley internet site, facebook ,twitter and different newsletters 47

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3d vIeW

As shown the back of the window is in three parts. + shelf to place the products on and two others for the visuals.

The back of the kit open to enbale accessibilty to the screen

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rear deCLINaTION

Here are to variations possible. Either all in visual or with many shelves and a smal-ler visual. The system remains the same

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COMMUNICaTION

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Communication is essential in my project, therefore I have put the following publicity means into effect.

Communication Classic Online communication

Flyers Oakley websitePosters Social networks : facebook, twitterNewspapper NewsletterTV Youtube, Dailymotion etc.

These communication means are obviously declinable depending upon the budget.

The most important aspect of my concept is communication by the following means.

Contest

My concept suggests organizing a competition of videos stop motion realized by the cus-tomers. The notion of competition is very interesting because it attracts numerous persons, including those who don’t know the mark.

After the realization of stop motion, they send it to Oakley who spreads them one after the other on the social media. Stop motion will have to communicate 2 different glasses.

The video of the winner in the competition will be spread in the store as well as in the shop window. According to the budget, the winner will also receive a present.

bUdGeT

Outdoor / Windowstore

Material

Corrugated cardboardCut and assemblyCover black fine cardboard Finish (collage and cup)

Approximate total : Euros: 624.5

Multimedia

Rent of 8 screens LSD without frame

Communication

Sticker « SWITCH motion »

Various

LED

Indoor

Indoor concept

Impression of the thorough pictureCollage and pose

Impression of the logo

Total cost : between 835 and 1665 Euros

This budget depends on the choice of suppliers. The price also depends whether the

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STOP MOTION

The stopmotion was made in studio at the CEPV

With the participation of :

Edward rozzo /photographer and intervening

Jonathan Nicole / model

Virginie Ducommun / model

Noémie Petermann / model61

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CONCLUSION

To conclude my project replies to the problematic and the initial briefing.It is a simple, efficient and interactive concept which offers a large visionHere are the strong points of my concept

The strong points of my outdoor concept are :

Out of the boxThe respect of Oakley valuesThe Waho effect is imediateEasy to understandIt can be easily adapted depending on the materials, size and positioning of the screensIt is also adaptable to all windows

Indoor

The client becomes actor and ambassadorThe client touches the productThe competition is a strong pointVariation in communication 63

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Jennifer Pilet / ESVMD 1 / printed on june 2012