audit 2

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19 FURTHER DEVELOPMENT Confused on the best method to target the audience, I met with Ed Hardy’s current PR and marketing agent, Lorna Milken. After explaining my aims and objectives to Lorna, she advised creating a film which can be shared across an array of platforms as an effective method of promotion. Through creating a film I would be able to showcase the original brand aesthetic, prompting it through styling, casting and locations. Additionally, moving image is a great way for audience to gain emotional engagement with a brand.
20 THE BRIEF THE OBJECTIVE To engage a young, edgy and fashionable audience with the brand and to create desire for the product - hypothetical capsule collection. The objective will be delivered to the audience through a campaign which raises awareness of Ed Hardy’s original brand aesthetic and illustrates how it can be relevant within contemporary culture. THE message The original Ed Hardy brand can make a revival and be a successful à la mode fashion brand. THE audience The communication is intended for fashion-forward females, particularly those interested in cutting-edge experimental and innovative fashions. A cult follower who utilises the current trends of revival and brand merchandise.
Page 2 and 3: Juanita Richards Creative Direction
Page 4 and 5: Abstract
Page 7 and 8: Background context
Page 9 and 10: A brand of particular interest is J
Page 11 and 12: Through Ed Hardy being a brand that
Page 13 and 14: 6 Ed Hardy In 2016 the brand launch
Page 15 and 16: 8 On the brands Instagram this is e
Page 17 and 18: Naturally, I assumed the original E
Page 19 and 20: 12 Brand OPPORTUNITY Options
Page 21 and 22: Left feeling confused about the age
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Page 25: 18 Through a class critic session i
Page 29 and 30: 22 concept development
Page 31 and 32: The campaign will also involve adve
Page 33 and 34: Hollywood Stardom 26 Top to bottom:
Page 35 and 36: 28 DEsign development
Page 37 and 38: This mood board illustrates contemp
Page 39 and 40: 32 Tattoo Art Market analysis revea
Page 41 and 42: 34 All images are screenshots taken
Page 43 and 44: Browsing eBay I came across this Ed
Page 45 and 46: 38 ROWANS I visited Rowans arcade i
Page 47 and 48: After various emails and phone call
Page 49 and 50: 42 STOKTER Stokter tattoo parlour p
Page 51 and 52: 44 In order to engage the audience
Page 53 and 54: These experiments were created usin
Page 55 and 56: After contacting over 27 agencies a
Page 57 and 58: 50 @ NEVS yvonne @ milk
Page 59 and 60: 52 s Spring 2017 cover star, film b
Page 61 and 62: After research, experiments were co
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Page 65 and 66: Zara Woman Spring Summer 2015 film
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Page 71 and 72: Motorcycle rebel culture Left to ri
Page 73 and 74: prodcution 66 pre -
Page 75 and 76: 68 BUDGET Identifying the productio
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70 In order to broaden the search,
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Nikla’s photography work 72
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74 Motorcycle rebel culture Messy s
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76 Stokter tattoo parlour was analy
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These images and video screenshots
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80 slim jim’s Despite the visit t
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84 Motorcycle Rebel culture Overvie
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Hollywood Stardom Accessories were
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Tuesday 11th April 88 Motorcycle Re
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prodcution 92 post -
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94 Each video was edited differentl
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The following pages consist of some
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Certain retouched images were effec
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PLACEMENT 104
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106 Influencer Marketing Initially
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Designing a header which illustrate
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110 MEDIA PACK The Ed’s Back camp
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Another new learning was styling, I
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123 bibliography Veblen, T. and Mil
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