Missguided is currently one of the most popular online brands, selling everything from clothing, shoes and accessories. This video starts off with a logo of Missguided informing individuals watching, who the brand is right from the start. The music in this video is also very engaging and catchy which is very important as it keeps the audience involved. From this, I would like to use the elements of text and music in my film in order to absorb individuals and
From this, with my project mood and theme being retro and ‘edgy’, I will get my model to reflect on this by the body language and facial expressions that she will do. Moreover, I would like to use the elements of text and music in my film in order to absorb individuals and make consumers away and notice the brand.
This music video ‘Tyrant by Kali Uchis ft Jorja Smith’ is my first inspiration for creating my fashion film, as I enjoy the types of colours used in the videos such as pink, red and blue to set a certain mood and feel throughout the music video.
These colours create a ‘cool’ and funky feel to the video in which I want to reflect in my film as my brand will be Urban Outfitters.
“Coloured lighting has been part of our visual storytelling process as far back as the 1600s, when Shakespearean theatre lights were shone through red wine to alter the colour and mood of a scene”.
Directed by Balthazar Klarwein and produced by Feel Films, the beautifully visualised advert #LovedClothesLast is raising serious awareness of the evergreen topic in fashion, sustainability issues. Near-future, altered reality, end of the world state Fashion Revolution ad plays on very real issues and problems of the current fashion industry. Mass-production of clothes that will be replaced in less than a month, becoming worthless, ones without value, as there is simply no value assigned to them. If one does not see physical value in them, connect it with psychological/emotional one and at that moment you create something with a connection to the user, therefore protecting it from becoming worthless. This solving the issue of fast-fashion, where sustainability and reusability is an ever-growing problem.First of all, I chose this particular piece because the video speaks a strong message, through a strong, visually creative way. Second of all, because the brand I will advertise, will work on has similar values and missions.
“It may not seem so at the start, but this film is about love.”
Refinery29.uk. (2017). This Short Film Shines A Spotlight On The Issue Of Mass Consumption & Waste. [online] Available at: http://www.refinery29.uk/2017/04/151335/fashion-revolution-film-loved-clothes-last-exclusive [Accessed 6 Jan. 2018].
YouTube. (2017). Loved Clothes Last. [online] Available at: https://www.youtube.com/watch?v=4zXQWrcTKgs [Accessed 7 Jan. 2018].
Tyron Lebon, a London-based photographer, made a series of short films for the AW16 Calvin Klein campaign featuring famous actors, musicians, artists, fashion and social media idols. Ominous, noire, 90’s tv show style ad from CK with singer Frank Ocean is all what an ad should be. One of the reason I chose this specific video, its because it has a different approach towards advertisement. Using dynamic and a mix of artsy visuals, the chosen short film has its unique atmosphere, where the audience does not even realise it has anything to do with a commercial advert. Making the viewer question it, think about it, get confused by it.
It takes a mind to worry.
A conscious to feel ashamed.
But there’s no place to hide out here.
The skies are full of planes.
At the beginning of the ad, the colour scheme playsits role of relaxing/ calming the audience, using pastel colours, like pale pink which gradually turns into darker colours.A well executed combination of using an artist as a catalyst and pairing it with the brand, reaches the mass faster while at the same time being subtle, it does not throw “buy me” in your face. A technique more brands should apply into their strategy, as it gets positive reaction when brands are trying to make an emotional link with consumers.
YouTube. (2016). I Frank Ocean in #mycalvins – Calvin Klein Fall 2016 Global Campaign. [online] Available at: https://www.youtube.com/watch?v=G6r7a17NBSI [Accessed 6 Jan. 2018].
Dazed. (2016). The most spellbinding fashion films of 2016. [online] Available at: http://www.dazeddigital.com/fashion/article/34117/1/the-most-spellbinding-fashion-films-of-2016 [Accessed 6 Jan. 2018].
Fenner, J. (2016). Frank Ocean Comes Out of Hiding for Calvin Klein’s Fall 2016 Campaign. [online] GQ. Available at: https://www.gq.com/story/calvin-klein-fall-2016-campaign-frank-ocean-kate-moss-cameron-dallas [Accessed 5 Jan. 2018].
Further to my blog post about the ‘joining hands’ article, I always had the idea of using hands as a metaphor in the back of my head throughout the various versions of my project. Another interesting installation, this time at the MOMA, NY, made me think about these ideas again.
Reanimation, a film installation by Joan Jonas, shows someone spreading ink about on a table, only showing their hands as the shot is very close up. I think hands also portray a sense of anonymity, making the viewer more able to put themselves in the subjects position; this would be ideal for my film which has personal stories of people at its centre and empathy is important in the response I’m after.
Being at the MOMA consolidated that I also wanted my final film to be situated in a gallery, potentially in a separate, dark room or just headphones to be available.
BIBLIOGRAPHY
JONAS, J. (2013) Reanimation [Installation]. MOMA, New York. 13th November 2017.
In November, I went on the New York trip. Visiting galleries and exhibitions gave me great inspiration for this project, helping me to develop the ideas I was working with. One particular exhibit that has had influence upon my project is Weed Killer (pictures below), a film installation by artist Patrick Staff that was at the New Museum in an exhibition called ‘Trigger: gender as a tool and a weapon’. It explores gender in society, whilst also exploring sexuality, being transgender and cancer treatment.
I really liked the format of the film; it was 17 minutes long and whilst usually I probably wouldn’t watch an entire film whilst in an art gallery, I stayed throughout as the dialogue was so compelling. I found it really interesting how the artist had subtly linked imagery, such as hair, with gender perception, but edited it to become almost unrecognisable. The film also made me realise I wanted to focus my film on a narrative created by personal experiences; I started interviewing people for my film following this trip.
BIBLIOGRAPHY
STAFF, P. (2017) Weed Killer [Installation] New Museum, New York. 15th November 2017.
One article that inspired me to think less literally about my ideas was ‘joining hands’ (shown below) in Oh Comely. The article depicts scans of people’s hands, accompanied with captions about how they use them in their daily lives. Statements such as ‘I use my hands at every stage of making’ and ‘my left-hand fingertips are calloused from pressing down on strings’ allude to each individual’s lifestyle and jobs.
I think that using hands as a metaphor is an interesting way to portray, in a subtle way, meaning behind issues that I am exploring in my film. Issues such as gender perception and violence can be considered controversial and thus, emphasising messages through showing hands as both violent and passive objects could be one way to get people to reconsider their preconceptions about this topic.
BIBLIOGRAPHY
GOGERTY, C. (2017) ‘Joining hands’, Oh Comely, Issue No. 37, p. 70-73.
Scan from Oh Comely, issue no. 37Scan from Oh Comely, issue no. 37
I found this music video is interesting because it is more flexible of character transform in two screen, and it will make audience more focus on band itself and it have more connection between two screen.
‘I Think You’re Beautiful!’ is a social experiment filmed by a student at High School in Australia. Gina Held, the director went up to classmates/ teachers whom she knew and didn’t know and explained to them that she needed to take portrait photos for an Art project she was working on. Instead, she secretly filmed them, to capture a real and authentic reaction to them being told that they are a beautiful person.
I found it fascinating how Gina tricked the people she filmed to capture real and honest reactions. What was so interesting was that every single person she filmed had a different response. Some were happy and some felt in denial and embarrassed. Going forward with my own project I would like to use the same techniques as Gina and use an excuse to film people to capture honest responses to a question I oppose to them. Analysing the differences into why different people have different reactions.
Bibliography
GinaHeld. (2016) I think you’re beautiful! | social experiment. YouTube. Available from: https://www.youtube.com/watch?v=gW8wV_qaaQc [Accessed 2nd December 2017.]
