Ernest Abrokwah

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Project outcomes and personal development reflection task

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My group got assigned to produce a campaign for Emily Body. The initial idea was to shoot a 60s protest, with 60s make-up, and styling but in today’s times. Which means diverse, vocal about climate change and sustainability. After researching the Emily Bode brand, we noticed how much it was based around its retro aesthetic as well as the diverse range of models picked by the brand. Therefore, we decided to stick around that idea, but still make it personal to each member of the group. 

The project extremely challenged my creativity, because it required me to think outside the box, I got better at creating a full on video concept,  by taking the process step by step: started with a rough mind-map of what I would like to include in the video, initiate to visualize a few scenes to include in chronological order, along with a script and finally the production stage and editing the end product. 

That was the initial process, however due to outside complications the production couldn’t proceed as planned, Covid-19 and quarantine. My group members are all from different countries therefore, each of us had to again really think outside the box. 

Manage to set up meetings through Microsoft Team, to plan the production process of what we had already put down on paper. The first step this time was to find out some copyright regulations regarding assembling videos made from other people. Secondly, we assigned each member of the group a part of the concept to research clips from, which we then discuss at the following meeting. We discussed, the order of the clips and the accuracy to the clients brief. Finally, one member of the group edited the video and the finish product was very satisfying. 

It included diversity, the message of a change in how to shop and how the brand itself makes changes producing its clothing in an environmentally friendly manner. Shows way to recycle from old or unused clothing items, it is short and visually sticks to Emily Bode’s colours, the vibe is also very fall season. 

The creation of this video was though in the worst of situations, very satisfying and pleasing to put together, learned how to work in a group, adapt to the worst-case scenario, think outside the box. 

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Theme reflection task

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I got assigned Fashion Activism, and the first lecture approached the topic from a Creative Direction and Marketing standpoint. We explored how brands, though evolve and change throughout the years maintain their logo, with either colour, typography or message. The perfect example used was Christopher Bailey’s Burberry and Riccardo Tisci’s Burberry logo, it got changed completely however it maintained the Burberry look with the colours. We dived in further to brands ethos, and what as a creative director you have to consider in order to create a successful campaign. The examples of different way to make a campaign definitely helped with inspiration when it came down to my group’s production. 

One thing that looking back, got me out of my comfort zone was working in a group, however this experience will strongly impact how I will approach further group projects in the future. The brand my group got assigned was Emily Bode, extremely diverse, that values sustainability and with a retro look. 

The first step for the group was to initially get everybody’s contacts, secondly brainstorming everybody’s first thoughts when thinking of the brand. Proceeded to assign everybody’s minor tasks to then come together as group to agree on the final product. This process improved my communication skills, I have always struggled with group work because I couldn’t communicate effectively with my group members as I would eventually want to produce the idea that I came up with however that is not the right way to go about a group project so now, I am more comfortable confronting and comparing every single idea and look at the it from different perspectives.

This skill will be useful during future researches, I now can’t conduct an argument without finding out all the possible perceptions before I take a stand then express which one, I resonate with the most. 

It also made me more aware of messages you should include as a creative director in your campaign to represent the brand’s ethos and the creative director’s personal views. Because, it shows your depth and morals as a creative and it creates a blueprint for your own brand, for example a creative director that makes diversity a point in most of their campaigns because it is what they personally stand for; same thing goes for a creative that has sustainability as their main point, it will always be somewhat referred to in a their campaign and that is how audiences start to recognize creative’s individual work. 

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Lecture reflection task

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The lecture that personally inspired me the most is how power and fashion connect. This lecture started a conversation about power within fashion. This particular quote stuck with me, “fashion is very individual, but it is a manifestation of the culture that we live in and often who we want to be, how we want to be seen by the rest of the world.” Orsola de Castro, Fashion Revolution. That made me think about how everyone really ultimately dresses to perform a version of themselves they want other people to see in order to be respected, for example a High School teacher, may be the goofiest person with the funniest personality but in order to gain respect from their students they have a dress code they must stick to. Same goes for the CEO of a business or even business students, dressing formally is a most to convey seriousness and smartness to whoever you interact with even though you may not exactly be that person when you are not clocked in. 

This way of thinking can also trickle down into personal style, stereotypical straight men are thought to dress in a way that doesn’t show you’ve put too much effort in, as that would translate into them being too feminine (as physical perfection it is usually seen as a feminine trait) therefore leading to lack of respect from another men. Whereas on the other hand women want to look extremely perfect to give the impression of being rich ladies in their prime, even though that may not always be the case. 

This had me thinking about who really runs these gender roles when talking about fashion and power. If we were to base this conversation of today’s media, it is clear that Music inspired the average men’s style more, for example Stormzy or Dave, both styles are very laid back, people respect them, and they come off as bosses and ladies like that. Therefore, the sportier you appear to be the more people will build a whole persona for you in their heads, which may be completely wrong however that is the exact persona you wanted to give off.

Same goes for women with the Kardashians. 

The lecture was very insightful, because it really made me analyse more critically how and why people dress how they do, from workplace, to night outs. It also made me look at fashion shows differently, I can now look at show and realise who is their clothes for, how they want their customer to feel, what message their sending and what the brand in itself stands. All these shows how much political power fashion can have. 

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