audit 2

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evaluation
Embarking on this project, I knew reviving one of the most controversial brands of all time would be challenging.
Throughout the project I faced several issues, a significant one being deciding the most effective method of
communication to successfully reach the aims and objectives. Thorough investigation into what the target
audience is engaged with, peer critique and an interview with Ed Hardy’s PR and Marketing Director helped
me to gain an array of insights on the best method. Once I established that creating a shareable film was
a strong form of promotion, I was initially reluctant to follow through due to creation of unsuccessful field
content within previous projects and low confidence within the field. However thorough research into the
realm increased my confidence. Subsequently, I created film content in which I feel is successful in reaching
the originally planned objective. In reflection, I am pleased I chose to distribute the content created for the
‘Ed’s Back’ campaign on multiple platforms, allowing synergy to be created across platforms and reach a
wider demographic, thereby creating more awareness of the original Ed Hardy brand and further promoting
the capsule collection.
Many of the issues faced during the project were out of my control. An exemplification being the photographer
cancelled two days prior to the photoshoot. This created a step back as I had envisioned the aesthetic of this
particular photographer in creating my vision for the Ed Hardy brand. To overcome this I searched for another
photographer with a similar style but with limited time and budget options were very few. Under pressure
to confirm a photographer, I decided to use one who employed a different aesthetic to what I originally
envisioned. Working with this photographer encountered challenges, including not having access to all raw
images and a vast amount of deliberation over the final images I was allowed to use. The photographer
wanted to only allow me access to images which projected his photography competence whilst my main
focus was on procuring images which accurately communicated the Ed Hardy brand and promoted the
clothes. This was frustrating, however paving way for learning how compromises have to be made whilst
working with collaborators. Vast amount of deliberation aided us to select the best final images which were
competent photographically alongside showcasing the brand effectively. Effective communication through
deliberation will be an important skill needed in my professional development.
Another predicament I faced was time management. The project allowed me to identify the consequence of
not sticking to scheduled time frames. Time restrictions were a particular issue within Gods Own Junkyard.
Filming with the videographer was done prior to the photoshoot. The videographer and I spent a prolonged
time filming, creating an extensive amount of footage. We continued to film, despite being content with the
footage and knowing we had acquired what was needed. This resulted in the photographer’s shoot being
limited to 15 minutes. The location managers were annoyed we had exceeded the time restrictions and
also didn’t allow for light set ups for the photoshoot, resulting in images different to ones originally planned.
Despite knowing the aesthetic of the image could have been improved, I feel the images were successful
in communicating contemporary styles whilst still representing the original Ed Hardy brand ethos, which is
what I had aimed for them to do. A further issue due to location restrictions was faced within Stockter tattoo
parlour. Planning to shoot within the tattoo parlour was challenging, due to having no budget for this location I
had to shoot during public opening hours. However, immense planning with the manager led to confirmation
of shoot on a day with no tattoo appointments resulting in limited restrictions. I contacted Stocker everyday
leading up to the shoot to ensure no bookings were scheduled on the day of the shoot. Unfortunately, a
booking was scheduled on the morning of the shoot. The team and I had to use a tattoo studio at the back of
the building, which was plain and small, limiting photographer and videographer movement and resulting in
a limited variation of shots. This specific location had been chosen for the aesthetic and last minute changes
resulted in the creating content different to what I had envisioned. Through this I learnt the importance
of having alternate options. Initially knowing there was a risk for tattoo bookings on the day I planned to
shoot, I should have been more cautious and made backup options. When progressing onto work within a
professional environment I have learnt to not leave anything down to chance.
From research to post-production; I have learnt an extensive amount through this project. Many things I
have never done before, for example using agency models and learning how the whole process of booking
a model works. A new significant understanding which will benefit me within future projects.