Online Development

Assessment ProjectPortfolio & CV

Online DevelopmentBukky Olowoyo

FM2022 Year 2016

BUKKY OLOWOYO

PROFILE

EMPLOYMENTSOS Homecare at Stretford

08/14

Support carer

Islamic Relief (volunteer) Manchester

04/11 - 06/11

Retail Assistant

Manchester City Football ground

09/11-07/11

Kiosk staff Restaurant waitress

02/11-12/12

Palace Hotel, Manchester

04/10 - 10/12

Kitchen staff

Eastbury Comprehensive HighEssex 2007-2008

GSCE: Maths, English, Science, Biology, Art

Openshaw Mancat College, Manch - ester 2008- 2010 BTEC National Diploma in Fashion Level 3 and 4

University of Central LancashireFashion Brand Management 1 - 3 years 2014- 2017

EDUCATION

LEISUREFashion shows, Shopping centre and Church meetings, Vacations, Booksand Magazines

Photoshop and Illustrator, iMove skills

German

English

French

lAUNGUAGE

74 Shelford Avenue Gorton Manchester

M18 7DE0797 583 4079

[email protected]

CONTACT

I am capable to work under pressure during busy events in the retailer. In retail, I worked with clothes and customers. For customer service, I provide the individual an excellent service to establish their needs. I have leading work experience and have worked in a hospitality catering and customer service environment. At Restaurants and hotels, I have served food and drinks to all guests. I also have provided the best quality of service and handled cash while deal-ing with the customer at the same time. For volunteer work, I worked in the store called Islamic Relief .I helped with stock replenishment and custom-er service. Afterwards, I worked at British Hearth Foundation and helped to raise money for charities.I also have good communication skills .

Introducing Social Chain &

Project 1 Requirement

Research(Customer Profile, Survey, Brand Information, Competitors and Instagram

Inspiration)

Development(Style of Instagram posts and 3 Key ideas)

Concept Outcome(Final outcome, Influencers,

Conclusion)

Content

8

Introducing Project 2

Fashion Film

Research(Customer Profile, Survey, about contem-porary Fashion Film, Impact of Video,

Video Platforms, Digital Promotion)

Development(Model, Locations, hair/makeup clothing, selection, delivery of narrative, storyboard, alternative ideas

2/3)

Concept Outcome(Final outcome, Influencers,

Conclusion)

56

7

BUKKY OLOWOYO

PROFILE

EMPLOYMENTSOS Homecare at Stretford

08/14

Support carer

Islamic Relief (volunteer) Manchester

04/11 - 06/11

Retail Assistant

Manchester City Football ground

09/11-07/11

Kiosk staff Restaurant waitress

02/11-12/12

Palace Hotel, Manchester

04/10 - 10/12

Kitchen staff

Eastbury Comprehensive HighEssex 2007-2008

GSCE: Maths, English, Science, Biology, Art

Openshaw Mancat College, Manch - ester 2008- 2010 BTEC National Diploma in Fashion Level 3 and 4

University of Central LancashireFashion Brand Management 1 - 3 years 2014- 2017

EDUCATION

LEISUREFashion shows, Shopping centre and Church meetings, Vacations, Booksand Magazines

Photoshop and Illustrator, iMove skills

German

English

French

lAUNGUAGE

74 Shelford Avenue Gorton Manchester

M18 7DE0797 583 4079

[email protected]

CONTACT

I am capable to work under pressure during busy events in the retailer. In retail, I worked with clothes and customers. For customer service, I provide the individual an excellent service to establish their needs. I have leading work experience and have worked in a hospitality catering and customer service environment. At Restaurants and hotels, I have served food and drinks to all guests. I also have provided the best quality of service and handled cash while deal-ing with the customer at the same time. For volunteer work, I worked in the store called Islamic Relief .I helped with stock replenishment and custom-er service. Afterwards, I worked at British Hearth Foundation and helped to raise money for charities.I also have good communication skills .

1

Introducing Social Chain & Project 1 Requirement

Agency: Social Chain is a social and content marketing agency based in Manchester, Lomdon, and growing internationally nin 2016. They are specialising to engage with millenials in Britain.

The Brand: Graze.com was started by 7 friends that loves food. They want-ed to get a lot more out of snacking. Graze recognised that their taste buds(and waistelines) were suffering at the hands of aver-age snacks.They knew they could do a lot better, so they start inventing snacks that promotes health and diet.

Brief:Develop a 2 week social strategy/campaign for the brand Graze. Graze are looking primarily at creating a buzz around the con-tents of the boxes as EXCITING,RELEVANT, and obviously TASTY.

- Audience: Younger social campaigns 25-34 women, active interest in health and food. They are online shoppers and users of social media.- Platforms: This campaign would work best on just Instagram and YouTube as it should be visual, avoid Twitter and FBK- Influncers: Research the appropriate influencers at least 25k followers on the site- Research: Both Primary and Secondary sources

2

Research

Consumer DataAs a group, we researched about healthy snacks and the market of graze, so we can gain enough information that would inspire us to create a questionnaire, which would supply us with reviews about the target market and their connection with health snacks. We needed to know if the young target market (16-24s), which are the female market are spending enough time to eat healthy.

Consumer attitude towards healthier snacks• More than one third of consumers (37%) indicate their fa-vourite brand is an influential feature when eating a snack.• Only 6% of adults who buy snacks make a purchase on-line from retailers such as Peapod or graze. The consumer re-search for this report suggests that 34% of snack eaters believe that snacking helps prevent overeating at mealtimes. As well as helping to maintain energy levels, snacking during the day can help avert people from binge eating at the dinner table as their hunger levels will be relatively under control.This method of managing one’s food intake could be particularly appealing to the 31% of all adults who are continually trying to lose weight (see Dieting Trends – UK, November 2011).Launching a special ‘pre-dinner snack’ designed to be eaten half an hour prior to mealtimes to help control the appetite and prevent overeating could help the healthy snack market to capitalise on this propensity to graze in the name of a balanced diet, marked by one in three snackers, while creating a new specific snacking occasion. The product would have to be a low-calorie food or drink to maintain strong health credentials.The focus for the key mes-sage, is to work around the product being a pre-dinner starter, effectively taking the edge off the appetite to ensure the con-sumer feels fuller sooner, and the snack could be positioned as preventing them from forcing food down their mouth, while digesting it to the stomach.

Links: http://academic.mintel.com/display/545237/?highlight

2.1

Britain might have a snacking habit, but unfortunately for the healthy snack market, it is often geared towards snacks that will do no favours to the nation’s waistline. There appear to be a number of issues with healthy snacks that prompt consumers to reach for an unhealthy snack rather than a healthy one such as perceived lack of flavour, higher price and confusion about health claims.

Ds, 16-24s and families are most likely to agree, highlighting the need for healthy snack brands targeting these groups to commu-nicate their credentials not just as healthy, but also as keeping hunger at bay, as seen by the likes of Quaker Oats in porridge and Belvita biscuits.The primary consumers are aged between 16-24 years of age, and they are more likely to associate with snacks than older adults. The younger target market have a stronger con-nection with graze and health snacks because their lifestyle asso-ciates a lot with eating snacks. The consumption of snacks, ben-efits these consumers to eat less or eat something while they are working on their course assignments or jobs. Therefore, they can munch on small things that are taking less of their time to cook or order takeaways, which takes a lot of their time while they spent their time effectively on their priorities.

71%

83%

17%

10%4%

76%

83%

Men (76%)over 65s (83%) Women (83%)

Eight in ten (80%) snack eaters occasionally treat themselves to unhealthy snacks, rising to 83% of women and 45-54s, but dropping to 76% of men and 71% of over-65s.

Snacking has become nearly universal, with 94% of adults snacking at least once daily.

Data

2.2

GrazeOnline-only snacking brand Graze launched in 2009, offering a postal subscription service for a range of better-for-you snacks.Graze extended into high street retail for the first time in July 2015, launching a range of snacking products into 850 Sainsbury’s stores and it is also due to be listed by WH Smith and Boots. It wants to become the “number one healthier snacking brand in the UK,” ac-cording to chief executive Anthony Fletcher. The 12-strong range of snacks is merchandised in transparent plastic trays with a cardboard sleeve, providing standout amongst other snacking products. In Sainsbury’s, they are priced at £1.20 for a pack, the sizes ranging from 18g (Herby Bread Basket) to 53g (flapjacks).Graze’s move into high street retail comes as the grocery retailers reassess the positioning of impulse foods near tills. They have in recent years suffered criticism of the so-called ‘guilt lanes’ com-prising rows of high fat/salt/sugar (“HFSS”) snacks such as crisps and chocolate confectionery close to tills. In light of this, some grocers including for example, Tesco and Lidl, have banned such products from checkouts.

CompetitorsSnackbars such as Nakd, Fruitina, Nutri Grain, Eat Natural, 9Bar and Granola bars are the largest health and diety snacks in the United Kingdom. These snacks are sold rapidely in the food mar-ket where a number of supermarkets, off-lience store and NewsA-gents are selling these snack bars on daily basis. Nakd, 9 Bar and Nutri Gain are the largest threats in the healthy snack sector and are popular snacks which are sold to consumers age 16-55. These snacks are also available online but they do not sell in a variety of ranges as Graze snack bar, whereas the company of Graze pro-vides their consumer with a category of choices and their website is eye-catcing than the other websites of these brands.

Link: https://www.google.co.uk/?gfe_rd=cr&ei=uycqV-zGPOLS8Aen-3KLgAg#q=healthy+snack+bars&tbm=shop

Brand Information

2.3

In terms of Inspration, I have managed to research at 2-3 In-stagrams and methods of post. This can help me to improve my design skills and develop my 3 ideas for the Assessment. The Instagram could inspire me to create brilliant posts or promotions to present the ideas effectively. Currently, I have a weakness in designing and I would like to improve it by adopt-ing the techniques from artitsts, social platforms and visuals to influence the developments.

For the development, I created numerous outcomes to iden-tify each subject and it’s concept. I obtained these outcomes by taking inspiration from looking at social platforms and ads from influencers. I could have extended the developments a little bit more and adopt a different method or media while creating the outcomes for Graze and promote them on social platforms.

Instagram Inspiration

3

Development#IDEA 1CAMPAiGN>AUDiENCE>(16-24) women such as students, working class and graduatesPLATFORMSInstagram/Facebook/TwitteriNFLUENCERhealth and social active, holidays<iDEA 1> represents mixing cocktails and smoothies > experiment with ingredients to create chilled drinks, which are to treat and refresh the customer> Promote refreshment and benefits such as vitality and diet > Roll out will be on for 2 weeks and promoted in summer to supply drinks to quench the thirst of hardworking/busy prioritised consumers or consumers who are out-going such as parties, holidays> Hashtags are #grazeonthebeach, and #mixinggrazecocktails, both are fun and exciting hashtags to draw the attention of drink-ers and social active consumers> Benefits are that consumers are nourished with drinks that are decent for dieting and nourishing to the body by providing them with nutrients such as vitamin, iron, zinc and calcium, fibre

LOCATION- Fresher’s events at (students gatherings)- Party events (Graduations, celebrations or drink events)- Holiday occasion

OBJECTIVE- Promote health snack graze, but launch a cocktail and a smooth-ie to treat the consumer. Promote refreshment, and drinks with a mixture of fruits or vegetables that are separately prepared for nourishing and vitalising the consumer while drinking them.

INFLUENCERSThese types of Influencer needs to be associated with their social nature such as inclined to parties, drink venues, health and lei-sure, travel and beauty.

7

Influencers #1

#2People come her and gather together for the purpose of sociality. Therefore the types of food and setting that are communicated by her posts can inspire IDEA#1 and the influencer to promote crushed ingredients influenced by graze snacking and produce the dinks such as cocktails and Smoothies.

The influencer is found from Instagram and they gained over 25k followers as they pro-mote their lifestyle and living standards. The influencer is a mature platform user who manages a restaurant which she is in-troduces on her Instagram. The type of res-taurant she has launched is marketing a mix of nutritious and sweet food to impress her audience. A variety of meals are introduced and a few drinks to promote her festive and amusing restaurant.

jackswifefredaFOLLOWOptionsjackswifefreda 224 Lafayette Street, NYC | SOHO 50 Carmine Street, NYC | West Village Jack loves you. www.jackswifefreda.com928 posts96k followers480 following

3.3

#grazeonthebeach

#mixinggrazecocktails

Carrot

Cucumber

Lettuce

Orange

Clementine

Lemon

Tomato

Lime

#mixinggrazecocktail

Ingredients box

Preparing the drink by cutting slices

Chopping fruits or veg into small pieces

End resultsRefreshemnts such as flavoursome cocktails

and smoothies

The RecipeHow to create your Smoothies and Cocktailes

CAMPAiGNAUDiENCE (16-24) women such as students, working class, travellersPLATFORMSInstagram/Facebook/TwitteriNFLUENCERsocial active, travel, music and adventures<iDEA 2> supply a variety of ingredients which can cure the hangover> A treatment, which is invented to replenish and vital the body of the consumer before or after the hangover> promote ingredients such as vegetables or sweet fruits, separate these catego-ries into sections of the graze box that allows the consumer to choose from them> various ingredients are divided into portions and labelled according to their nutri-tion and category, so the consumer can select the ingredient they like to cure their hangover> Consumers are feeling nourished when picking various ingredients> Roll out will go on a day before the event and till the end of the festive during summer, which is for 3-4 weeks. Presented on Youtube and Instagram…Hashtag is #morningaftergraze

#IDEA 2

I made an attempt with the development process as I needed to learn the outcome that will rep-resent the concepts for Instagram or Youtube. I have managed to achieve a variety of developments for promoting Social Chain to target audience. The Graze snacking policy was extended with re-freshments such as mixed Cocktails and Juices which are inspired by the small ingredients of Graze.

The types of designs that I have created for the purpose of interraction were stacks, visuals and hashtags. As for other campaigns, I have invented posts which publishes social forms such as videos and storyboards, beside they are presented as moving images. Idea 1 indicates a variety of recipes, which is to promote tasty re-freshments a a treatment for the target audience. It was an interesting journey during the develop-ment process which was to accomplish design outcomes and the concept for promoting them to social media. I could have designed more and had the option to choose the best outcome.

3.4

Scene shots which narrates the video for Youtube and Instagram posts. Scene shots are revealing a number of loca-tions, setting and people at distinctive places at Glastonbury Festival. This post imposes various chapters of the video which is broken down in sceneries.

Running: 20-25minsLocation: GlastonburyRoll-out: Holidays/Summer vaca-tions/June-July 2016 (2-3 weeks)Target audience: Students, friends, siblings/families and travel-lers

Opening of fhe filmWalking into Glastobury Fes-

tival

Marching together Groups of friends and com-panions are gathered

Friends, Famlil ies, tavellers and festive attenders are coming from different cit ies

or town, country and to meet as one for festive

praises

Parting like an animal The night is youngLooking for a graze-box #morningafter-

graze

#morningaftergraze#Video 1

Music: Lily Allen (Air Ballon) Video 1, 2

Running: 20 minsLocation: GlastonburyRoll-out: Holidays/Summer vaca-tions/July 2016 (1week)Target audience: Students, friends, siblings/families and travel-lers

Welcome to Glastonbury Festival 2016

Celebrating our year A gather like no otherPeople are passionate

towards music and rejoicing their time

A quiter atmosphere to chill out and share out the

gossip

The night is young #morningaftergraze

#morningaftergraze

A time to sobber up Night, Night world

Hello GlastonburySharing their grazebox

#Video 2

#morningaftergraze

VIDEO 1#morningaftergrazeTarget audience:friends, siblings/families and venturer,Running: 20minsRoll out: 2-3 weeks) 2016 ( June-July)1wk - Holidays/Summer vaca-tionLocation: Glastonbury

VIDEO 2

#IDEA 3CAMPAiGNAUDiENCE (16-24) men and women such as students, working class, travellersPLATFORMSInstagram/Facebook/TwitteriNFLUENCERsocial active, adventures, travel and leisure inclined<iDEA 3> grazebox retailers or mar-ket stands located at amusement parks a treatment, and health dieting opportunity, which is to offer to travel-lers or social bodies who would ben-efit from eating the graze snacks to neutralise and vitalise their bodies of becoming active while enjoying their leisure time.

#morningaftergrazeTarget audience:friends, siblings/families and venturer,Running: 20-25Roll out: 2-3 weeksIn June/July 2016 1wk Summer vacationLocation: Glastonbury

3.5

> Promote ingredients such as vegetables or sweet fruits, separate these categories into sections of the graze box that allows the consumer to choose from them> Various ingredients are divided into boxes such as vegetables and fruits, and cakes which are providing consumers with varies options on how to vitalise their body and to be nutritious. > Consumers are feeling nourished when picking various ingredients> Roll out will go on a day before the event and till the end of the festive dur-ing summer, which is for 3-4 weeks. Presented on Instagram and Youtube, for an example such as #swingingwithgraze or Graze.comUK#rollercoast-ingforadventure

Running: 20 minsLocation: GlastonburyRoll-out: Holidays/Summer vaca-tions/July 2016 (1week)Music: Calvin Harris - SummerTarget market: Friends, Family and Venturer, Students

Seeking adventure at the Pleasure beach

Speechless ride Risking the roundabouts Visitors are engaded by the thril l of the ridesTheir energy has been

wasted on their adventur-ous moments

Site views They looking forward to have their graze snack as they want to be exu-berant before swinging

withgraze

Getting washed

Hello GlastonburySharing their grazebox

Pleasure beachBlackpoolCollaboration with Graze

Graze.comUK#swing-withgraze2nd Development

Stackpost

Video#swingwithgraze

#rollercoastingforadventure

3rd DevelopmentStack post

LOCATION- Alton Towers- Blackpool (Pleasure Beach) Cheshire (Drayton manor)- Holiday occasion

OBJECTIVEPromote health snack graze, but launch graze boxes that are con-taining a variety of ingredients to choose from during consum-ers leisure’s time. Advertise nu-tritious ingredients and recom-mend them these snacks as an convenience meal before or after they set off for adventure.

INFLUENCERSThe influencers are to inspire this new social market for graze health snacking and demon-strate their lifestyle to the target market who could also benefit from this social campaign by trying out these snacking ingredients while undergo adventure. These types of Influencer needs to be associated with their social nature such as inclined to social gathers, travels, parks, food and adventure. I am looking for a category of female or male influencers that can influence the target market to purchase graze and to eat or drink nutritious beverages.

Influencer

3.6

A collaboration with Alton Towers , Drayton manor and Plesure beach would help the campaign to be able to reach to a wider target audience who are associating with adventure and amusements.The concept of the third idea was inspired by theme parks and adventure as it could reach out to the target market who are associated with venture and activities in their lifestyle. It depends on the influencer who oper-ates for its own pupose and amuses his consumers to its won concept, be-side if Graze collaborates with theme parks companies than they provide options of nutrious and healthy snacks.

4

Concept Outcome

The Concept was inspired by the first idea and research, as the first idea was selected because it seem to be achievable then the other two ideas that were invented for the cause of advertising. The first idea also represents the concept well and it meets the requirement of the brief which was to promote Graze as exciting, tasty and relevant. I am delighted that I managed to create a num-ber of developments which were influenced by the first idea, as they will advertise effectively and entertain consumers on social platforms. The influencer relates to the first idea and this cam-paign would be more active as the influncer will represent idea 1 excellently. This will bring wider attention to both platforms such as Instagram and Yotube.

Final Outcome

Green smoothies are extremely vital and healthy for those who are looking to be energised and vibrant. They are packed with nutrients and fiber. Green smoothies are the perfect way to get your daily greens serving. Serve yourself a veg and fruity smoothie at a social gather with friends or family or at home. Treat yourself with a refreshment making you feel nourish.Try these easy to make green smoothie recipes and you will fall in love! See more at upcominghealth.comThis green juice can be had on a daily basis or used as part of your detox plan. Either way, it’s delicious and incorporates quite a number of amazing ingredients to help you feel brighter in no time. Get the recipe here.

Roll Out

Jun - July 2016

06/06 11am graze.comUK#graze

onthebeachStacks & Hashtag

13/06 12am-2pmgraze.comUK#mixinggrazecocktails

Stacks & Hashtag

07/06 7am-3pm graze.comUK#graze




09/06 4pmgraze.comUK#graze


10/06 3pmgraze.comUK#graze


11/06 7am-3pm #graze

onthebeach18/06 10am#mixinggrazecocktails

15/06 11amgraze.comUK#mixinggrazecocktails

Stacks & Hashtag


Stacks & Hashtag

July 2016

04/07 11am graze.comUK#graze


11/07 12amgraze.comUK#mixinggrazecocktails

Stacks & Hashtag





07/07 1pmgraze.comUK#mixinggrazecocktails

Stacks & Hashtag


Stacks & Hashtag


Stacks & Hashtag

4.2

Target Influencer

PART AFor consumer research, I searched for a young women who could appeal to a wider range of an audience. The person would show an interest to purchase the Graze health snack product and they would like to keep a health and active lifestyle. They would need to be in-teractive and social communicative with their lifestyle.

PART BThe type of character that I found engag-es her audience with her lifestyle such as leisure travels, parties, fashion and food, which she would like to interact them to her followers. The influencer is called Victoria , who has over 25k followers on her Instagram. These followers are inter-ested in her posts and daily events that she post to them to obtain attention and to gain as enough followers to promote herself.

Banana

Pineapple

Mango

Orange

Clementine

Lemon

Rasberry

Lime

#mixinggrazecocktail

Mix your own cocktail by using the ingriedents that you would select for your grazebox. Select a variety of ingriedents and mixed them to your taste by grinding them together or seperately. Enjoy the treatment and indulge in a drink which is nourishing.

July 2016

11/07 11am graze.comUK#rollercoastingforadventure

Stacks & Hashtag

12/07 7am-3pm graze.comUK#rollercoastingforadventure

Stacks & Hashtag

13/07 7am-3pm graze.comUK#rollercoastingforadventure

Stacks & Hashtag

15/0710am-6pmgraze.comUK

#swingwithgraze#Video & Hashtag

16/07 9am-6pmgraze.comUK


210710am-6pmgraze.comUK


June - July 2016

20/06 11am graze.comUK#morningafter

grazeStacks & Hashtag

21/06 7am-3pm graze.comUK#morningafter


22/06 7am-3pm graze.comUK#morningafter


01/0710am-6pmgraze.comUK#morningafter

graze2#Video & Hashtag

25/06 9am-6pmgraze.comUK#mixinggrazecocktails1#Video & Hashtag

27/06 9am graze.comUK#morningafter


28/06 12amgraze.comUK#morningafter


30/0610am-6pmgraze.comUK#morningafter


4.3

5

Introducing Fashion Film & Project 2 Requirement

Aims:- To develop team working skills- To understand the use of digital production- To understand the use of video

Introdcution:Video is well known to be one and most powerful engagement tools for an advertiser, now emerging as one of the topic digital advertising formats on both desktop and mobile. As digital video increasingly becomes a regular aspect of our daily media con-sumption, advertisers, promotion, and creatives are in search of new ways to use it it to the fullest and gain an advantage over competitors.

Brief:In groups we are required to select a menswear brand of our choice and create an advert using video.Brand:- High Street. Designer, Leisure wear, sportswear- Story- Customer- Advert

Roles:Project Director- Bukky Model Scout- DaphineLocation Scout- NicholasFilm Liaison/Art Director- YananClothing Manager- VikkyStylist- LesleyResearcher- Everyone Producer- Everyone

Research

6.1

For this customer, I was trying to impose life-style and occupation which can link to the cus-tomer. Looking at the Supreme Instagram, the article and the website http://uk.complex.com/style/2012/07/the-10-types-of-people, revealed to me that their customer are various shoppers, who are ranged from teenagers and parents. The main target shoppers are young men (16-30) and some females (18-35). The celebs en-dorse the brand called Supreme and they are appealed by the brand name and social iden-tity. The lifestyle of the prime target customer also can play an impact on their taste of the brand, beside what the customer do for living can have some connection with the social iden-tity of the brand too.

The target customer is fo-cused at youths, which are also millennials and they are the next leading generations who are also passionate shoppers. Supreme capti-vates the interest of their prime target customers (16-30) and delivers them with urban fashion, which em-bodies American culture.

6.2

Contemporary Films

For research, I looked at a variety of fashion films which are promoting brands that are premium, average and low by their target market. It was in-teresting to explore the methods and the concepts of this film as I need to take influence of the scen-eries of this film and incorporated it to the new film. This can give me and the group some inspiration for the set up and layout before filming the story. The film slots which are presented here are by Riv-er Island. https://www.youtube.com/watch?v=1G-PIc28buf8

6.3

I researched this film and looked at the different elements that were exposed in the film. I admire the cinematographic, lighting and colour reso-lution that were incorporated to the film, which indicated some good visual effects. The style of this film and the methods of angles

that were compromised can inspire us to create a film that could still represent the supreme brand. This film is presenting Liquid Swords for menswear. https://www.you-tube.com/watch?v=UjsvOQt-SK0g

Screening: A Fashion Film

This film guide showed me some process of screening and ‘how to implement the scenes before creating the whole film. The two film presenters directed me ‘ how to narrate two genders and present them on the film very well. During the video, I as able to see the props, lighting and backgrounds that were imposed to reveal some spe-cial effects, that made the scenes effective.

6.4

Video Platforms

FacebookSupreme25 April at 11:38 {Supreme®/Nike® Air Max 98}, 20 April at 15:04 , Morning to the Afternoon promo campaign ##creativemindsbysupremesupremerulerofculture#whichcoulturedoyourrule, elevateyourself#becomethesupremebeing

InstagramsupremenewyorkSupreme®/Nike® Air Max 98. Available online Thursday, April 28th and in-store and online in Japan Friday, April 29th. supremenewyorkSupreme Spring Tees.supremenewyorkSupreme®/Sasquatchfabrix.38k likes 2wks broadcastsupremenewyorkSupreme®/Sasquatchfabrix.

Twitter{5:47 a.m. - 28 Apr 2016} {8:26 a.m 28 Apr 2016}{11:30 p.m- 2 Feb 2016}{12:05 p.m. - 27 Apr 2016}{2:13 p.m. - 24 Apr 2016 #Supreme #Doubleupsuccess}{10:23 a.m. - 22 Apr 2016 true baller Maxy! #supreme} 4:07 a.m. - 6 Apr 2016 {9:00 a.m. - 21 Apr 2016}

The three platforms are operated by the clothing brand called Supreme which promotes streetswear and urban fashion to their wider target audience. These platforms are creative and interractive networks for Supreme , especially Facebook is the largest network site which connects to their influencers, target market and fans around the world. They managed to engage 9,689 People who are currently talking about the recent updates and trends of the brand. Facebook has achieved a sum of 1,278,830 Total Page Likes for the ads and clothing range. Twitter is currently influencial to their target audience and celebrities for posting their campaigns. Currently, they hold about 117K followers due to less interraction and promotions that doesnt keep their audience alerted to their promos. As for Instagram their status is low but they hold active influencers due to their hashtags which is currently seen on the Instagram section. I have attached the platforms and presented them by including their time, hashtags, statuses and promos. I needed to note their time and dates which can influence the timeplan to advertise the three rollout for 10seconds and the 30 seconds CVT Film through their social platforms. I have also chosen four different roll-outs that are advertised by the platforms of the Supreme brand, which is promoting their CVT. The Menswear Fashion film is 33mins long and it will narrate the theme and the purpose of the clothing collection for Supreme. Three characters are divided to promote a seperate chapter about their talent of the film, which last for 10-15mins exposed on the different platforms. Therefore the brand is influenced by the time and quota action of their promo.

NOTE S MO ONPHA SES

Monthly planner

Mon Tue Wed Thu i Sat SunMON TUE WED THU FRI SAT SUN

SEMPTEMBER 2016/17

1 WK

2 WK

3 WK

4 WK

5 WK

01/09 10.45AMSaxophonist 10-20sec

02/09 4PMSaxophonist 10-20sec

03/09 12AMSaxophonist 10-20sec

09/09 4.30PMSaxophonist 10-20sec



08/09 12.00AMSaxophonist 10-20sec

13/09 3PMskater boi 10-20sec

14/09 5PMskaterboi 10-20sec

15/09 1PMskaterboi 10-20sec

16/09 3.30PMskaterboi10-20sec

17/09 6AMskaterboi10-20sec


23/09 12.00AMskaterboi10-20sec


26/09 12.00AMdancer15 sec

28/09 1PMdancer15 sec

29/09 4.45PMdancer 15 sec

01/10 12.00AMdancer15 sec

NOTE S MO ONPHA SES

Monthly planner

Mon Tue Wed Thu i Sat SunMON TUE WED THU FRI SAT SUN

OCTOBER 2016/17

1 WK

2 WK

3 WK

4 WK

5 WK

01/10 12.45AMdancer 15 sec

12/10 2PM3Talent 30 sec

13/10 1PM3Talent 30 sec

14/10 3.30PM3Talent30 sec

15/10 6AM3Talent30 sec

03/10 5PMdancer 15 sec

04/10 3.30PMdancer 15 sec



11/10 3PM3Talents30 sec

07/10 1PMNew release3Talent 30 sec

07/10 1PMNew release3Talent 30 sec

10/10 1.30PM3Talents30 sec

16/10 5PM3Talents30 sec

The 3 versions will be exposed on the Instagram of the Supreme clothing brand and it will promote the unique selling point of the brand which is characterised by the three boys who are performing their talent. The rationale of these 3 videos will impact the customer because they demonstrate confidence, character and their passion for their talent in which it will draw customers to this new promo. In terms of drawing the brands viewers we will need to communicate the quota of actions effectively and we found two hashtags that could set the scene of this new film such as “elevateyoursel f#becomethesupremebeing” and #creativemindsbysupreme.

Strengths (S)

o Celebrity approvalo Fashionable products and high

qualityo Large underground followingo Presence on Facebook

Weakness (W)

o Twitter (less function)o High priceso Low brand awarenesso No formal advertisingo Online inventory is limited

Opportunities (O)

o Build a social networking foundation

o Increase online availabilityo Develop an advertising

campaign

Threats (T)

o Competition from national chains (Urban, Outfitters, PacSun)

o Risk of Departing from their underground roots for commercialization

SWOT ANALYSiSSupreme Brand

7

Development

Location

Lesley was the stylist and Xiaoxin (Vicki) helped him to source the garments, which were needed to style and dress the two oth-er models. I had a look at skater fashion and lifestyle, which has a strong influence on Supreme. Lesley took the assets of a skater and punkish charac-ter, which linked in-credibly with Supreme fashion. Supreme embodies street fash-ion and American hip hop, skater, punk and music culture which have a great influence on the youth target market.

7.1

Akin is our second model who is charac-terised as a musician who has a passion-ate to play his saxo-phone. He has confi-dence in talent and he desires to play his instrument. We were thinking of styling him with a hoody, hat and jeans to emphasis hip hop, jazz and urban culture.

The concept of his style matched to the identity of the brand which is ur-ban and colour-ful. The model is dressed according the character who is inclined to mu-sic and is dressed by the items, which are exposed under-neath this text.

Third character is called Valentine, who exposed his passion to dance, while grinding to his music. As a group, we choose a model who can relate to the Su-preme brand. The type of clothes and trend we choose related to the personality of Valentine, who associates to urban fashion. Looked at Converse, Vans and sports shoes to emphasis with the style of the model who is imposing the con-cept of the Supreme brand.

7.2

Storyboard

Brand: Supreme Objective: The everyday individual can be superior. The brand con-nects with the customer by demonstrating that they too can be good at doing a certain thing; they can be Supreme.Narrative: A snapshot of three young individual’s lives; a brief insight into their area of interests (what they’re good at doing and what it’s like to be them). They are all unique individuals but the brand unites them to become the Supreme being, the brand essentially elevates them.

3) camera angle: low mid angle of his shoes (supreme socks- show product here) 4) Location/visuals: wall of graffiti 5) Location/visuals: basketball court first model is freestyling-puts stereo downCamera angle: mid shot of second model (Leslie) skating Camera angle: mid shot, low angle, long shot (full) 6) Location: Graffiti place Camera angle: track shot from mid shot (Leslie) skating 7) Camera angle: mid shot or long shot angle of Akin playing the sax

1) Location/visual: Blocks/tower of flats to set the scene Camera angle: High angle slow-ly panning down 2) Location/visual: First model is intro-duced

Analysis

The story did not narrate the film com-pletly because the film was edited sever-al times to change it’s movement. It was a good experience to learn how the foot-ages can be changed to move another direction and to implement with speed while setting up the film. We did not work with efficiency and we needed to man-age our time effectively if we are working together to achieve a film which is mar-ketable on social platforms.

Trend Alternative ideas 2/3

For Primary Research, we planned to resaerch into consumerist behaviour towards menswear brand to provide enough info to create the video on media. You can check the data by this link below this text.

https://www.surveymonkey.com/results/SM-KYYYRHRS/

half shot 2secstandby at the wall

full shot 3secresting on bench and

rearsing his instrument

full shot 2secchecking out his

talent

full shot 1secchilling at the park

full shot 2secgenerating thoughts & waiting for friends

full shot 1secsetting up for

dance

close up2 sec

close up 1-2 sec

walk up2 seconds

pose 3 sechalf shot and face

2-3 secSupreme brand

full viewcome together

strolling with music 2sec

full shot 1secstandby at the wall

dance moment3 sec

walk up2 sec

Re-edited Versions3 scenarios displays 3 characters

3x10

their extra money on activitiessuch as dining out and going outrather than on fashion. Thismeans that clothing retailers willhave to work harder than ever toencourage men to part with theirmoney, with a focus on morestylish clothes for all ages, a widerrange of larger sizes and bycombining retail with leisure tocreate destination venues.”– Tamara Sender, Senior Fashion Analyst

“Spend on clothing is increasingly competing with other areassuch as leisure, with men showing a preference for spending.

• The men’s clothingmarket has grownby 4.1% in 2015 toreach £14.1 billion.

• Mintel forecaststhat menswear willgrow by 22.5%between 2015 and2020.

For research, I discovered a variety of trend collection which promotes autumn/winter 2016/17 and autumn 2016. I gathered images to reveal the connection with urban and ret-ro fashion that are influencing the target market in the men sector of consumerism. Men aged 18-44 are inspired by the varied fashion in the western world and they are influenced by contemporary clothes. I would like to incorporate this trend ideas to the style and fashion of the new film

8

Concept Outcome

Final Outcome

For the Final Outcome, the group and I runned a film which would take 30 seconds long. The resolution of the film is clear and effective to watch on a media player. The film could have been amened a bit more to fit the concept of the brand and ideas. We didnt take the time to re-adjust the film while it was edited during class term on Mach and April. Although the film is interesting and good to watch which can catch supreme fans and target audiences who are inclined to social network-ing. The film can be viewed by think link as the file is huge,

http://en.mail.qq.com/cgi-bin/ftnExs_download?k=61623630a922c-6 c a 0 9 2 0 6 6 0 4 1 2 3 8 0 0 1 f 5 0 0 4 0 5 0 2 5 6 5 a 0 5 5 11 c 0 4 0 2 0 9 0 d -15060400521b09030f051d53550751555b0454520454013423327d-540c4510435d5342110457435c515d5e11045f5c59181c5d-5e14360d&t=exs_ftn_download&code=1b604820

Influencers This influencer is called Johnny Sphongaras and I followed him to study his personality and interests by searching his page. He has various images which are complex by style, social interest, hobby and personality. He seem to be confi-dent, trendy and social active. He’s an interesting influencer to follow for research.

Influencer #1

I researched about this influencer whose life-style evolves a lot of interesting events which are socially engaged by his personality. He is out-going and inclined to traveling, which are exposed on his Instagram. He’s interests are fashion, friendship, shoes and urban envi-ronment. The influencer tends to be in varied locations as he is socially inclined to these location because of his true nature. For the film, we could set a variety of sceneries which are influenced by urban and outdoor facilities such as the park, graphite, flats, basketball cord and skater park.

I targeted a male influencer who is a young person and he pur-chase from the Supremes’ clothing brand. Therefore he would be able to encourage the target market by his lifestyle and relationship with the supreme brand, which pro-motes the brand’s social image.

Influencer #3He is influenced by friendship and he likes to spend his time outdoors as he’s inclined to urbanity. With his fashion sense and personal interest,I could influence him to the target market and his lifestyle can inspire the film as well.

Unfortunally, I could not research enough images which will intro-duce him as whole character on Instagram beside he’s images provides me some insight about his character and that I could share his influence onto the narrative of the new film for this project.

Influencer #2

8.2

Time Management

Discussion(03/03) after lessonThe group discussed meeting time and location for next week. The decision was to meet on a Wednesday(09/03) at 12am with Yanan, Xioxin, Bukky, Daphine, Lesley and Nikolas. Meeting(09/03) at 12amThe group met together in the library at the Quiet room and discussed roles and brief. Bukky explained the format of the brief to everybody to gain understanding. The roles were given out to each individual and everyone had to exercise their responsibility by distributing work to the project. Meeting(14/03) at 3pmWe met and discussed our plan to accomplish the film. As a team we were ap-pointed with roles and we had to complete our tasks, that we set for ourselves in contributing to the project. The requirements of the project are stated for us to target them correctly, so we can learn from our progress while completing it.

Meeting(06/04) at 1.30pmThe group met together at the Victoria building and discussed everybody’s role for the project. We also communicated about our plans, which is to set up the film and confirming if everyone have delivered their work to the film. We are meeting this week on the 08/04 to run the film. Yanan will collect the video-camera and the stand in the morning on that day. She will do the videoing aspect but we will support her with the film. Nickolas has already found some good locations to set up the film; although Daphine and Bukky have also managed to find some good locations for the film. Vicki and Lesley have sourced some garments which are branded by Supreme, although Lesley will help to style the three boys. Fashion Filming(08/04) at 10.00 amIn the morning, we are going to meet Dave, who is a Photographer and meet him at the studio on the day. The group is excited about the Fashion Film and the arrangement of the theme. We are going to do some rehearsal and let the boys practise before filming. Lesley and Vicki are going to style the boys and combine their clothing. Daphine will guide the boys for practise and Bukky will direct them during the film.

Meeting(20/04) at 2pm- 4.30pmYanan and Bukky have met together to discuss the fashion film and develop the content of the film to expose the concept of the narrative and the brand. The film has been improved and amended by using the imovie from the apple computer which belonged to Yanan. We improved the song and used a song that one of the characters were dancing to it , while filming them in a outdoor environment. The scenes were improved and placed in an appropriate direction to set a excel-lent narrative. Furthermore, we inserted images after editing them and located them in the film.Meeting(28/04) at 14.30 pmA short discussion with the group was taken place today in class as we are given to every member of a group a task to contribute to this project. Bukky as Project Director is going to accomplish a time log and the roll out for the group until the submission date and the rest of the groups will work on narrative and customer, the look-book, re-edited versions and platforms. Nikolas will take care of the customer profile, Lesley and Vicki will look after the styling and garments, Daphine is going to communicate the narrative an the mdoel, Yanan will accom-plish the rest of the film beside we have assisted her with some editing.

Contact deatil

Fashion Brand ManagementName: Bukky OlowoyoAddress: 74 Shelford avenueGorton ManchesterTel: 0797 583 4079

Online Development

Documents

Transcript of Online Development