BLOG 3 – PROJECT OUTCOME
In blog post three I will be reflecting upon my work in Fashion Activism my chosen area for the better lives unit. Fashion Activism came under the course creative direction. Creative direction has always been an area i have been interested in working in and learning more about. The subject allows you to work in more than one creative area with a team. It’s a perfect area to learn how to collaborate and work with others with different skill sets.
Our group was given the task of creating a film and giving creative direction for the brand Triad. Triad is a second-hand store that can be found across London. They have a focus on sustainability and educating people on the benefits of buying second hand. Triad as a brand identifies with a lot of the same ideas that we have been learning about through better lives such as the importance of sustainability and reusing clothing. Their current branding is trying to be trendy and cool but comes across slightly tacky. Our original plan was to try to make a Triad fashion film with models on the catwalk in nature to emphasize this idea of saving the planet by reusing and wearing other people’s clothes. This was also a way to create a new direction for the brand of being very fashionable as mentioned before we felt their original branding was tacky.
However, due to COVID 19, we were no longer able to meet up and film this. This made it hard for our group to come up with a new concept as we already planned out on the storyboard our plan for a fashion catwalk. In the end, we decided to recreate a Tik Tok as these are especially popular with triad target consumers, the millennials and gen z. They are short so they keep your attention and the use of popular music and hashtags can make them trend on the for you page.
We used a popular song, and all wore items of clothing from our parents or siblings to show this idea of wearing old clothes. We also used effective hashtags to promote it such as #traidquarantine. The film turned out great and we even won awards for best casting. This project showed me despite not being together it is still possible to collaborate and produce a creative project. It also showed me the power of teamwork and how a short video such as a Tik Tok can be just as impactful to an hour-long fashion film.
Overall, Fashion Activism (creative direction) taught me a lot about how to work with others and how to use each other’s strength to produce creative content. I also learned more about creative direction and what the role of a creative director entails. I hope to bring this creativity and thinking forward to new projects while engaging with the Better Lives theme. See the link below to watch our group creative film for the brand Triad.
The Link for our film
11th May 2020 @ 11:38 am
I read Annabel Jone’s blog and I thought that she expressed herself in all of her blogs very well. The one in particular I liked is this third blog on her project outcome. She starts off describing her chosen project of Fashion Activism that lies within the creative direction course. She seemed to be excited to learn how to collaborate more in depth and how to work in more than one creative area with a team. They were given a task of creating a film and give creative direction for a brand called Triad. Triad is a second-hand store that has locations all around London. This brand has a focus on sustainability and education people on the benefits of second hand buying Annabel explains. The brand seems to have a lot of ideologies that align with the better lives themes which translates through they’re branding. Annabel and her team have analysed some of Triad’s marketing and have realised that whilst they are trying to come across as trendy, that is not necessarily how the brand is being represented. Due to the current situation of COVID 19 her team had to re-think their original plan of creating a fashion film with models on the catwalk in a natural setting. Their idea was to represent this idea that reusing and up-cycling clothes is helping to save the planet. They came up with a new idea as they’re not able to get together and film, tapping into their target consumers of millennials and get z. A particularly popular app at the moment is Tik Tok so they decided to make one styling some old clothes. Tik Toks are quick and capture an audiences attention well. They used popular music and hashtags such as #traidquarantine to make sure they got a good reach and they showed up on the main ‘for you page’. Her group borrowed clothes from the people in their household to show the idea of sharing clothes. I think this is a great idea not only to represent this brand for their task but also in conjunction with the better lives themes. I think the ideas correlated throughout their outcome. Apparent it was really well received and they got an award for best casting. She mentioned how during this time it is still possible to collaborate and create a well executed project. This is also a very good time to bring awareness to staying at home and global issues. Another thing was that a short video that’s creative and well put together can be just as impactful as a hour-long fashion film. I think that Annabel has learnt a lot from Fashion Activism and how to work with others to utilise each of their strengths and come together in production. With that, the role of creative director and how to engage with themes of diversity, sustainability and social responsibility was addressed. I think overall Annabel engaged immensely well with her project along with better lives and what all the themes mean.