Fashion & Motion: Telling Your Story Through Film_LJFFF

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Session focused on basics of branding and telling your brand story via film/video. Felena Hanson (Persepective Marketing) and Bekah Christie (Emota) presented this during the La Jolla Film Fashion …

Session focused on basics of branding and telling your brand story via film/video. Felena Hanson (Persepective Marketing) and Bekah Christie (Emota) presented this during the La Jolla Film Fashion Festival.

@felenahanson
@bekahchristie

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  •  Discover it, UNCOVER your STORY  YOUR PERCEPTION: Director wants actress on a TABLE DRAMATIC SCENE…is that really telling your BRAND STORY??? Or just confusing your audience? PROVOKE YES, Create CURIOSITY YES, but DON’T CONFUSE your AUDIENCE. Confusion creates a lukewarm consumer. CHALLENGE…make a life changing film on fashion, add to our lives, don’t confuse the audience, made us glad we watched your film.
  • FASHION/MUSIC AND TRANSPARENCY, SIMPLE CHALLENGE YOU DIRECTORS/FILM MAKERS, ALL FASHION CREATIVES  Don’t create simply a shock value piece,
  • BRAND STORY = Foster Community, don’t come up with some viral piece just for the sake of “going viral”, spend time fostering community and listening.
  • If a consumer expects a high quality, high production value don’t DIY. If a consumer has no expectations do whatever you want. If a consumer expects that DIY/user generated feel DIY. If the brand feels cheapened by the lower production value = changing the perception of the brand. ABOVE ALL BE CREATIVE. DIY doesn’t mean cheapening creativity/ideas.

Transcript

  • 1.
    • Company Name
    Fashion in Motion: Telling Your Story Through Film
  • 2. Introductions
    • Bekah Christie
      • pioneer/entrepreneur
      • video, film, motion, imagery
      • Christie Media 2009
      • Emota 2010
      • Purpose to contaminate the digital world with positive messages
  • 3. Introductions
    • Felena Hanson
      • 15 years experience
      • Perspective Marketing
      • Collaboration expert / builds community
      • Fashion Institute of Design & Merchandising
      • Ladies Who Launch, San Diego
  • 4. Overview
    • New Rules of Marketing
    • Tell Your Story
    • CGC
    • DIY or NOT
    • Collaboration
  • 5. Our Goals
    • Inspire
    • Empower
    • Challenge
  • 6. “ IT’S NOT WHAT YOU SAY IT IS…
  • 7. … IT’S WHAT THEY SAY IT IS” The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, - Neumeier
  • 8. What do consumers expect from you?
      • To be inspired
      • To be engaged
      • To be entertained
        • Branded entertainment / Advertainment
  • 9. The New Rules of Marketing
      • T ell a compelling story
      • E ngage a market who cares
      • L isten to their stories
      • E nlist brand evangelists to tell your story
      • C reate raving fans
      • S tay in front of them
  • 10. “ CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE” The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, - Neumeier
  • 11. All Marketers are Liars – Tell Stories All Marketers Are Liars: Tell Stories - Godin The Story of TOMS Shoes
  • 12. Toms has 296,911 evangelists
  • 13. Engage a Market – build tribes Seth Godin on Starting a Tribe Tribes - Godin
  • 14. Seth godin has several hundred thousand blog subscribers Seth Godin has written 12 bestsellers that have been translated into 33 languages
  • 15. TELL YOUR STORY
    • What is it?
    • Your story vs. your perception of your story
      • Airplane Ex
      • Simplify/Genuine/Authentic/Behind the scenes
      • Listening
    • Tell the designers story? Garment’s story?
      • Gordana Ex
      • Nike Tagline Ex
    • Connect with your audience/with their hearts
      • Audio & Visual (Radio spot ex, SFX)
      • Emotions
  • 16. Benefits of motion
    • Quick to reach a broad audience
    • Video/Film is accessible
    • Becoming more cost effective
  • 17. Fashion & Motion Examples
  • 18. Fashion & Motion Examples
  • 19. Fashion & Motion Examples
  • 20. The Rise of Consumer generated content
    • “ More than 40% of marketers in the US plan on asking their consumers to create content for ad campaigns.” [Contests, campaigns, etc]
      • -Forrester Research
    • CGC allows marketers to get direct feedback from their users bringing them closer to understanding what it is they would like to see from the company and brand.
    • Don’t be afraid, engage it, encourage.
  • 21. How to Engage CGC
      • If you solicit CGC = tie back into your brand story.
    • Meaningful/Cause driven: AARP Example
      • Not just talking about your brand, but cross-promoting w/a cause.
    • Collaboration
  • 22. CGC Examples
    • Domino's Ex
      • Reported last month that Q4 profits rose to $23.6 million–more than double last year’s figure.
    • AARP
    • Anthropologie Shopping Trip
    • Norway Band
  • 23. Collaborate with what you love
    • Entertainment: Musicians/Performers/DJ’s
    • Visual Arts: Graffiti/Fine Arts
    • Film Makers/Actors/Models
    • Hair/Make Up Artists
    • Crafts/DIY
    • Events
    • Non-profits/Charities/Causes
    • Cafes/Restaurants/Bars/Interesting Locations
  • 24.
    • When to DIY
    • and when to not?
  • 25. Collaboration
  • 26. Collaboration
  • 27. DISTRIBUTION
  • 28. Summary
    • New Rules of Marketing
    • Tell Your Story
    • CGC
    • DIY or NOT
    • Collaboration
  • 29. Questions
  • 30. Felena Hanson [email_address] twitter.com/felenahanson Bekah Christie [email_address] twitter.com/bekahchristie Thank You.  
  • 31. Resources
  • 32.
    • Flip Cam starting off at $150
      • HD, No Mic Plug-In
    • Kodak Zi8 starting off at $150
      • HD, Mic Plug-In
    • Extremely Cost Effective:
      • Still Camera at home that also does video
    CAMERAS
  • 33. Lighting
    • Extremely important
    • Example of poor lighting
      • Backlight or window backgrounds
    • Tips on best, yet simple lighting schemes
      • Home Depot, Target, Wal-Mart
  • 34.
    • Extremely important
    • Poor audio: Be aware…
      • Tile floors or empty rooms (echo!)
      • Clothing covering mic
    • Tips on best, yet simple audio equipment
      • Lavs, $20
      • Built-In Mics
    • Best Buy, Target, Wal-Mart, Craigslist
    AUDIO
  • 35.
    • Tripod
    • Ear Phones
    • External microphone jack
    • HD is not required for web but it’s nice
    Additional items:
  • 36.
    • Free software is fine
      • Mac iMovie
      • Windows Movie Maker
    • Advanced
      • Final Cut Pro
      • Adobe
      • Avid
    • Time consuming
    editing