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Juanita Richards Creative Direction for Fashion Final Major Project RIC13398243
Contents Page Background Context Recycling and reinventing Market analysis The Ed Hardy brand The capsule collection Brand Opportunity Options Target audience Initial communication ideas The brief Concept development Ed’s back campaign Design Development Initial design ideas Styling Location scouting Hair and make-up Model scouting Film experiment 1 Film experiment 2 Film experiment 3 Pre-Production Production Plan Sourcing collaborators Confirming locations Lighting experiment Film treatments Call sheets Post-Production Editing film content Editing advertorial content Placement Social media Website redesign Advertorial; booklet, posters and media pack 1 3 5 9 13 15 20 24 29 33 37 43 53 55 57 67 69 75 81 83 87 93 95 105 107 108,109,110 Evaluation Appendices Bibliography 111 113 123
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
Page 23 and 24: 16
Page 25 and 26: 18 Through a class critic session i
Page 27 and 28: 20 THE BRIEF THE OBJECTIVE To engag
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
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52 s Spring 2017 cover star, film b
Page 61 and 62:
After research, experiments were co
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56
Page 65 and 66:
Zara Woman Spring Summer 2015 film
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60
Page 69 and 70:
62
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,
Page 79 and 80:
Nikla’s photography work 72
Page 81 and 82:
74 Motorcycle rebel culture Messy s
Page 83 and 84:
76 Stokter tattoo parlour was analy
Page 85 and 86:
These images and video screenshots
Page 87 and 88:
80 slim jim’s Despite the visit t
Page 89 and 90:
82
Page 91 and 92:
84 Motorcycle Rebel culture Overvie
Page 93 and 94:
Hollywood Stardom Accessories were
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Tuesday 11th April 88 Motorcycle Re
Page 97 and 98:
90
Page 99 and 100:
prodcution 92 post -
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94 Each video was edited differentl
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96
Page 105 and 106:
The following pages consist of some
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100
Page 109 and 110:
Certain retouched images were effec
Page 111 and 112:
PLACEMENT 104
Page 113 and 114:
106 Influencer Marketing Initially
Page 115 and 116:
Designing a header which illustrate
Page 117 and 118:
110 MEDIA PACK The Ed’s Back camp
Page 119 and 120:
Another new learning was styling, I
Page 121 and 122:
114
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117
Page 126 and 127:
119
Page 128 and 129:
121
Page 130 and 131:
123 bibliography Veblen, T. and Mil
Page 132:
125
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