Alvin Valley, a fashion brand with a 20-year history was looking for a new brand position. I focused on the strength and badassness of women in general (a woman's woman: feminine, smart, strutting), which was surprisingly difficult to identify (and I'm a woman). However, after about two-weeks of constant conversation and research I found something that I loved: a way to define a woman's woman that I loved.

1.
CREATIVE DIRECTOR PROJECT BRIEF
CREATIVE DIRECTOR PROJECT BRIEF
Striking, Beautiful, Chic,
Timeless, Feminine, Passionate,
Powerful, Perfect:
AlvinValley Actualization [Al-vin Vahl-lee-ak-choo-uh-luh-zey-shuh]
1. When a woman walks into a room and head’s turn, eyes widen, jaws drop,
breathes hold and lips part. A moment of prowess and power.
2. A moment of complete confidence, creativity, style, daring, sexy and wild.
THE Women of Alvin Valley

2. CREATIVE DIRECTOR PROJECT BRIEF
Alvin Valley has been an icon in women’s fashion for over 20 years for a very specific reason: He knows a woman’s
body. As the brand is poised for a refresh and rebirth, it’s time to take a look at how that talent for making women feel
perfect on the outside, can be transmuted into connecting with women from a brand perspective as a whole.
HISTORICAL PERSPECTIVE

3. OBJECTIVES
MEDIA STRATEGY
Position Alvin Valley as a aspirational clothing brand that
women want to connect to and then talk about.
Increase online awareness of Alvin Valley as a niche designer
brand through a campaign that creates anticipation and
intrigue.
Inspire women to feel awe-inspiring and in command of
everything.
CREATIVE PROJECT BRIEF
• Develop simple media brand identity: a general theme that
all outfacing artistic media embodies.
• Create an anticipatory launch of rebrand.
• Create five, 10 to 30 second video vignettes to be shown on
website leading up to launch date.
• The vignettes are a reflection of where the brand is
headed.
• The objective is to create buzz around the launch of
something historically great, yet re-imagined for 2020.

4. CREATIVE VISION
CREATIVE PROJECT BRIEF
Vignettes:
Women are complex, powerful, vulnerable and seductive.
Women seduce men, women seduce women, and women
have learned how to seduce anything into being what they
want it to be.
There are 7 STAGES of the ALVIN VALLEY WOMAN that we
can pull inspiration from for our vignettes:
1. Discover
2. Experience
3. Rebel
4. Impress
5. Control
6. Define
7. All of them together = Alvin Valley
Passion, power and perfect: awe-inspiring. actualized.
whole. perfect. realized.
This is about adoring women and giving them the power of
self-actualization: Connecting with women in order to discover
what makes them feel dominant, powerful, submissive,
demure, fun, flamboyant, sexy, sexual, commanding of a room,
and deserving of attention.
BRAND FEELING

5. 1 . Y O U D I S C O V E R
"Men may have discovered fire,
but it was women who discovered
how to play with it."
Candice Bushnell

6.
"Find out who you are and do it on
purpose."
Dolly Parton.

7. 3. YOU
REBEL

8.
4.YOUIMPRESS
"Well behaved women rarely
make history."
Laurel Thatcher Ulrich

9. 5. YOU CONTROL

10. It’s Alvin Valley's time to take back his market and be known again, not only as a specialist when it comes to a woman’s body, but
also a specialist when it comes to a woman’s mind, passions, drivers, connection, fantasies and kinks, light and dark, powerful and
demure, driven and decadent. Women come in all types: We want to connect with the smartest of them.
6. YOU DEFINE

11.
7. YOU SET THE WORLD ON FIRE
“If you can be who you were
meant to be, you will set the
world on fire.”
St. Catherine of Siena c. 1350

12. Summary of Production Costs Totals
Materials & Expenses / Pre.Pro.
& Wrap
$2,560
Crew $5,500
Shooting Crew $1,100
Props; Wardrobe, Animals $700
Location / Construction $5,350
Equipment Rental $4,550
Film & Processing $3,500
Creative Director Fees $14,500
Grand Total $37,760
Retainer Fees (15%) $5,664
Summary of Production Costs Totals
Materials & Expenses / Pre.Pro.
& Wrap
$2,560
Crew $5,500
Shooting Crew $1,100
All Sponsor $0
All Sponsor $0
Portion Sponsor $1000
Film & Processing $3,500
Creative Director Fees $9,000
Grand Total 22,660
Retainer Fees (15%) $3,399
Preferred Budget* Modest Budget
Preferred is the budget specifically for the optimal and essential support for the vignette campaign. The detail for this budget is attached as sample.
Modest is a reduced budget which takes away production value for the vignette campaign.
Full is only an estimate of developing the creative for the entire new Alvin Valley campaign.
* Please see attached Preferred Budget detail.
CREATIVE BUDGET OPTIONS
Summary of Production Costs Totals
Materials & Expenses / Pre.Pro.
& Wrap
$2,560
Crew $11,000
Shooting Crew $3,000
Double Props $2,000
Set $15,000
Crane/Helicopter $10,000
Film & Processing $7,000
Creative Director Fees $25,000
Grand Total $75,560
Retainer Fees (15%) $11,334
Full Branding Budget