DIGITAL BRANDING AND COMMUNICATION

Here we were set the task to experiment with using filters, video and sound taken from YouTube and overlaying it onto my own footage in Premiere Pro. I used footage from my test shoot to experiment with vintage filters, light leaks and overlaying videos. Some of these effects I may utilise in my final film. 

Overview of your chosen brand A mainstream fashion brand that offers a vast range of products from basic collections to evening attire for men, women and children. H&M are recognised for their association with sustainable values and they have their own sustainable collection.  “The brand H&M offers fashion and quality at the best price in a sustainable way for women, men, teenagers and children. The range includes everything from sparkling gala outfits and exclusive designer collaborations to everyday basics and high-performance yoga wear to help fashion fans across the world dress their personal style. ” (hm.com, 2018) Looking at the market segment of your brand (positioning map) H&M is positioned as a mass market and affordable brand with a sense of quality. In comparison to its competitors it is a much cheaper brand but associates itself with a sense of fashionability and quality that makes it a rival to brands such as Zara and Abercrombie & Fitch.

Chosen brand: H&M A short fashion film promoting a new gender-neutral collection for H&M. A street style look book, aiming to encourage and normalise gender neutral fashion and the idea of no labels or stereotyping at H&M. What is the message you want to send  – what is the brands/designer’s ethos, the film’s purpose? The purpose of this film for H&M is to promote the message that the brand supports, values and caters for the consumer who identifies as gender free or gender neutral. It shows that H&M are an inclusive fashion brand who are contemporary and open minded in their approach to fashion. It also serves a purpose in trying to normalise the idea of gender-neutral fashion and make it accessible for a main stream consumer such as those that invest in H&M. Are there any inspirations – does it reference a genre of film? And does it reflect the brand’s prior promotional activities? The film is inspired by the millennial generation, the type of p

We were set the task of going out and test shooting in a location we thought may be suitable for our film. Here I wanted to experiment with different shot types, lighting and angles in order to test what is successful. I also scouted for a suitable location that I may be able to shoot at in my final film. Here I am in Queen's Park in Charminster, a forest area which offers interesting lighting/shadows. I took short film clips and also photographs in different ares of the park, trying out different shots each time.  I am happy with the final outcome as the location made for an aesthetic backdrop. It was also a free open space making it easy to film in without members of the public disrupting the filming process. It was a successful shoot in these cases. However, the difficulties I faced were I didn't feel fully prepared for the shoot as it was a spontaneous activity. It was difficult to film hand held in some cases as the footage came out slightly shaky, less stable and

What fashion films you have seen that give you an insight into the designer/brand? ·       H&M x Erdem – imaginative, creative, sense of luxury, playful ·       H&M ‘Ladylike’ – empowering, celebrates diversity, not enforcing stereotypes ·       ASOS AW18 – fun, contemporary, celebrates uniqueness ·       Stella McCartney Summer Campaign – abstract, fun, idyllic What are the advantages of using film as part of promotional and marketing activity? ·       When creating a fashion film there is a sense of storytelling, and so there is a story for the consumer to invest in. This makes the promotional campaign more intriguing for the consumer and therefore more memorable. ·       Film can obtain a wide reach and gain wider recognition as it can be viewed on tv, social media, shop displays, digital billboards etc. Digital platforms are a much more popular way of marketing as they are used much more nowadays rather than print media. Brands wanting to target a you