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39 Motorcycle rebel culture Top to bottom: Ace Cafe, Fat Boys Diner, The Diner, Meat Liquor The initial stage in discovering a location for motorcycle rebel culture was considering where motorcyclists would hang out. Discovering an American style diner or cafe could be successful, I researched an array of locations within London, including Ace Cafe and the Diner (please see appendix A for full conversations). I contacted Fat boys diner, a location having an aesthetic I had envisioned but was unfortunately way higher than my budget. When contacted, Meat and Liquor expressed this was not something they were keen to partake.
After various emails and phone calls to diners within London, I finally discovered Big Moe’s within my budget. They agreed to allow shooting for 4 hours across two days, prior to their opening hours allowing full access across the diner. 40 Big Moe’s Aldgate East, photographed by Juanita Richards, 2017 BIG MOE’s Big Moe’s contained the American aesthetic I had envisioned but was too neat, sleek and sophisticated which didn’t represent a place in which a motorcyclist would hang out. Therefore I researched bars with an American aesthetic within London. I visited Far Rockaway, Shoreditch and realized that it didn’t illustrate American or motorcycle culture. On the contrary Rowans bar represented American and motorcycle culture but the location was minimal and ran the risk of creating boring content. Top to bottom: Far Rockaway, Shoreditch photographed by Juanita Richards. Rowans, Finsbury Park photographed by Juanita Richards Slim Jim’s, Time Out, 2017 far rockaway slim jim’s ROWANS The final location I scouted was Slim Jim’s Liquor Store, the bar had an American vibe and effectively illustrated a place in which a motorcyclist would hang out. The low-lighting, neon lights and bras hanging from the celling were perfect elements for communicating the theme effectively and creating interesting content.
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 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: 38 ROWANS I visited Rowans arcade i
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
Page 77 and 78: 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
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Page 91 and 92: 84 Motorcycle Rebel culture Overvie
Page 93 and 94: Hollywood Stardom Accessories were
Page 95 and 96: 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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