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51 FILM STYLES The initial stages of film style development Initially, confused about the style of film best suited for the campaign, I conducted research on LSN global to discover there is currently a trend of brands using ‘anti-advertising’ (Mickiewicz, 2016) to engage audience. The images below depict how different brands are using lo-fi, VHS camera style footage in attempts to make their advertisements appear authentic. I discovered brands are creating content with personas acting nonchalant in front of the camera; the natural style of facial expressions and poses is used to insinuate authenticity and effortlessness to the audience. Lily Mcmenamy x Moschino, film by Sharna Osborne, 2014 Amandla Sternberg – Dazed’s Spr Joyce / MACHINE-A, film by Nick Knight & Rei Nadal, 2015
52 s Spring 2017 cover star, film by Ben Tom, 2017 Gosha Rubchisnky x Vans A/W 2015, film by Julian Klincewicz
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Juanita Richards Creative Direction
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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 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: 50 @ NEVS yvonne @ milk
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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Page 99 and 100: prodcution 92 post -
Page 101 and 102: 94 Each video was edited differentl
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Page 105 and 106: 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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