BEGIN RESEARCH BOOK

&

ONLINE RESEARCH BOOK

(SEPARATE FROM SCRAPBOOKS)

WILL INCLUDE

STORYBOARD

SCHEDULES

THEME

REASONING

TASKS WEEK 1

DELIVERED BY 25TH FEBRUARY

WRITTEN CONTEXTUALISATION – CAMDEN THEME

RESEARCH:

FIND OUT AS MUCH ABOUT JAGGY NETTLE AS POSSIBLE.

WRITE UP YOUR RESEARCH WITH REFERENCES

TASKS WEEK 2DELIVERED BY MARCH 4TH

STORYBOARD

PITCH (INCLUDE YOUR TARGET AUDIENCE DEMOGRAPHICS) – 150 WORDS

ELEVATOR PITCH – 1 MINUTE PRESENTATION – WHAT DISTINGUISHES YOUR IDEA FROM OTHERS? HOW WILL IT BE ACHIEVED?

BUDGET – DETAIL COSTS AND INCLUDE CONTINGENCY (15%)

SCHEDULESHOOTCAST LISTCREWLOCATIONEQUIPMENT (INC LIGHTS)FIRST ROUGH CUT DELIVERY DATE

FIND OUT

Aesthetic

Who owns

What company is worth

http://companycheck.co.ukWhere manufactured

Prices

Collaborations

Designs

inspiration

POSITIONING STATEMENT

Product (Company) Is the one category of product That provides the target customer With key benefit Because reason they should believe you can deliver the benefit

Choose a company

It can be any company

Write a positioning statement using the template

Example:

B&Q Is the one DIY centre

that provides first time buyers with all their DIY needs in one place

because they have large stores in most major towns and cities

Arnold ClarkeIs the one vehicle rental specialist

that provides familieswith affordable and convenient car hire

optionsbecause they keep a large and varied

fleet of vehicles for hire at a more than reasonable rate

Creating advertising conceptLearning peculiarities of target audienceLearning characteristics of product/service to be advertisedDefining competitive advantages of product/service

A FASHION FILM IS AN ADVERT AIMED AT:

CUSTOMERS

INVESTORS

SHOPS

DISTRIBUTORS

MEDIA

A FASHION FILM IS AN AESTHETIC STATEMENT

A STATEMENT OF INTENT

A DEFINING STATEMENT

YOU HAVE BEEN COMMISSIONEDJAGGY NETTLE IS YOUR BOSS

WERE YOU COMMISSIONED BECAUSE YOU’RE CHEAP?EFFICIENT?YOU UNDERSTAND THE MARKET?

YOU HAVE BEEN COMMISSIONEDJAGGY NETTLE IS PAYING BUT YOU’RE IN CHARGE

YOU HAVE BEEN COMMISSIONED BECAUSE JAGGY NETTLE WANT TO BE ASSOCIATED WITH YOUR BRAND

IF YOU STAY TRUE TO YOUR AESTHETIC THEN, WITHIN REASON, YOU CAN DO WHAT YOU WANT

MOBY

REMIXER

NO ELEMENT OF THE ORIGINAL TRACK

PAID $10,000 FOR BRAND ASSOCIATION

http://www.metrovelvet.com/interviews/fashion-films-and-video-making-an-exclusive-conversation-with-luca-finotti

/what is the luca finotti

brand?

Brief You will be creating film for Jaggy Nettle to be promoted through Dazed Digital.Your Fashion film should be max 2mins long Jason Lee, Creative Director of Jaggy Nettle will be in the School to brief you on January 7th. Consider their current market and whether you want to stick with this or investigate different markets through model casting and styling (ie older models, transvestites etc)Research into contemporary Fashion Film and practitionersResearch into Dazed Digital and target audienceUsing the current Jaggy Nettle collection consider mood, styling and the fashion message you are promoting, paying particular attention to model scouting and casting, hair and make upConsider your narrative and appropriate music - what is the story that you are directing?The final film should be appropriate for the Dazed website through contemporeanity and fashion aesthetic. Research BookFinal Film

JAGGY NETTLE

FILM

(UPLOAD TO YOUTUBE & DVD)

RESEARCH BOOK

(PHYSICAL & ONLINE LINK EMAILED TO TIM)

BY 6PM

29TH MARCH

http://www.guardian.co.uk/business/2013/feb/15/wool-makes-comeback

IF THE UK & MOST OF THE WORLD ARE IN RECESSION WHAT KIND OF FILM SELLS ‘bespoke, hand made, heritage,

100%, tradition, ltd edition’?

YVES SAINT LAURENT INCREASE ANNUAL SALES 59%

BOTTEGA VENETA UP 47%

LVMH (LOUIS VUITTON) €6 BILLION ANNUAL PROFITS

CHINA

BIGGEST BUYERS OF

GUCCI

BOTTEGA

KOREA INDONESIA THAILAND

EURO LUXURY GOODS MARKET GREW BY 12.4% IN 2011

‘INSULATED’ CUSTOMERS (THE 1%)

(GUARDIAN FINANCIAL P45 16TH FEB 2013)

TARGET AUDIENCE

ANTICIPATE COMMISSIONER’S (JAGGY NETTLE) REQUIREMENTS

ANTICIPATE WHAT WILL WORK WITH TARGET AUDIENCE (MODEL/STYLING/ART DIRECTION) – DO THEY WANT QUINTESSENTIAL BRIT STYLE AND PRESENTATION?

FIND OUT BY RESEARCH

MUSIC

COPYRIGHT

USE LOCAL MUSIC

NEXT WEEK