Blog Post 3 – Project Outcome Fashion Activism
For our creative direction project, we had the theme of fashion activism and had to create a moving image campaign for the brand Nubian Skin. At first within our group, we had planned to do a short advert-style film using models and a voiceover, similar to videos they had done before. Initially we struggled, as this original idea didn’t include all of our skill sets and would’ve been quite difficult and time confusing to organise. In addition, all our group agreed that while their product and concept was very interesting and successfully done (nude underwear for all skin tones) their branding was quite stale, outdated and perhaps lacking in imagination. We decided as a group to rethink how we wanted to present the brand, and try to figure out a way to modernise the brand while keeping their signature style.
Through doing experiments with the images on the brand’s instagram, we found a way to create a really interesting moving image campaign that utilized all of the group’s skills. We decided to use the skills of both the two illustrators and myself as a photographer to create animated gifs that would be fun, playful and colourful while still keeping within the colour scheme and natural toned aesthetic of the brand.
(A mock-up of how our GIFs would look in Nubian Skin’s instagram feed)
In this way we managed to get over the dilemma of including the group skills by having everyone involved in the editing as well as suggestions for how things could look, as well as caption writing and instagram layouts. We agreed as a group that we would create all of the content of the moving image ourselves, to be able to have work we can still include in our portfolio as well as post freely on social media. Some aspects were quite difficult, due to the lockdown our original plan of using a model was adapted to the situation, and we discussed as a group whether to continue with the idea or not. Ultimately we modified the concept to still work without a model, and this ended up being much more time efficient and gave the gifs a more playful and unique vibe.
Through this project, not only did I face challenges such as trying to photograph in a location I usually wouldn’t (my house) but communicating over long distances as our group was across the world in many different time zones. Though it was difficult for us to coordinate due to this, I feel our project really benefited from us staying in a group and producing the final moving image together. Not only did it allow us to bounce ideas off each other rather than working without having any feedback most of the time, but also meant we could combine our skills to create a piece of work even better than if we had done so individually. Through discussion, we not only included a racial aspect of diversity but also body size and hair types, which I feel really showcase the theme of diversity really successfully.
Moving image link:
https://web.microsoftstream.com/video/9ae54b6e-fb0f-404e-9e59-fd7891cf6741
6th May 2020 @ 3:10 pm
For my final blog post of peer-reviewing, I chose to comment on your post, as I was initially really intrigued by your image and of what it entailed. As I began to read through your post, I think that as a group you truly threw yourselves into the project, coming up with several great ideas. Throughout your project, you were tasked with difficulties, yet clearly worked well together to overcome them as a team.
Regarding the work you created, I loved the animated GIFs of the figures, as I think they are on point in reflecting the ‘Nubian Skin’ brand. This being as you’ve kept in theme to the skin colour tones and brand aesthetic, throughout the imagery. By agreeing the brand already lacked imagination, I feel the new overview you created really brings the brand to life, modernising their signature style.
Due to the current pandemic situation, by having to finish the project off together but from different places and time zones in the world, you evidently were organised and efficient, in assigning different roles. This being shown through each member of the group highlighting their specialised skills, from illustrators to a photographer.
Moreover, the ongoing difficulties of now no longer being able to shoot in wanted locations or with planned models created a challenge. Yet from your explanation, I love the fact you decided to overcome this and instead create a modified concept of working without a model from home, definitely producing uniqueness.
As regards to linking your project to the Better Lives themes, you mentioned the link of diversity, by showing a variety of body size and hair types, of people from different racial backgrounds. I feel this definitely ties into the brand’s core values, of shapewear and skin tones. However, maybe you could have delved more into this, pushing the boundary a little more, to show how ‘Nubian Skin’ differentiates from other shapewear brands such as ‘Skims’?
Other than the clear linking theme of diversity, as a group and individual, you may have been able to consider the other themes of sustainability and social responsibility to create a USP of the brand, to show the difference between competitors. Such as, possibly tying into the GIFs symbols or a message about how the brand is sustainable? Or as the theme was fashion activism, relate to how it could link to social responsibility, due to constant demand of conscious consumers.
Overall, I think your blog was very informative, as you fully described your whole project, detailing even the struggles you faced and how you overcame them, proving that your team was very coordinated and successful. I connected well with the animations, as I make them myself too, so appreciated the imaginativeness. Finally, I especially loved that you included the image and the link to show the full content of the work you produced, to put a visual with your explanation, as it stands out straight away compared to other blogs.