2. CONCEPT RATIONALE -
My fashion film concept was originally inspired by
the children’s game hide and seek. With purpose to
introduce a new target consumer to Saint Laurent, I
am proposing that 21 - 28 year olds seek their inner
Saint Laurent through the #SEEKLAURENT
campaign. As my chosen creative focus point is PR
& Marketing, the purpose of my fashion film will be
to work alongside social media posts that’ll be
released in lead up to the ‘new’ #SEEKLAURENT
evening-wear inspired Capsule Collection. The
collection will be exclusively launched in Selfridges
& Co’s Corner Shop on the 28/01/19 until 28/02/19,
before being considered for permanent renewal.
My fashion film tells the story of an enigmatic girl
journeying her way through the city, channeling her
inner Saint Laurent. Her garments represent the
#SEEKLAURENT Collection and the model will be
portraying a confident, flirtatious and mysterious
character that symbolises her inner Saint Laurent.
This fashion film alongside multiple shorter teasers
will build excitement for the Capsule Collection and
create buzz for the #SEEKLAURENT campaign.
MY CONCEPT
Film Treatment - Keziah Miller
2
4. 4
METHODOLOGY
Film Treatment - Keziah Miller
#YSL02 BY ANTHONY VACCARELLO
THE INSPIRATION -
Before I went about creating my fashion film I carried
out a multitude of research on existing Saint Laurent
films. One that particularly caught my eye in terms of
style and edit was #YSL02. Created by Inez and
Vinoodh, it depicted a girl in five different Saint
Laurent SS17 pieces, prancing around the riverside in
Paris during the day. The black and white colouring
paired with the faded cuts focuses the film entirely on
this alluring woman, which is simply mesmerising. For
a brand notorious for their sexy aesthetic, filming a
beautiful person in the Saint Laurent garments is
enough alone to entice the consumer.
A lot of the Saint Laurent fashion films are produced
to advertise and bring to life each seasonal catwalk
collection; yet something I think they are missing is
pushing exciting releases to the next level. Their
dazzling campaigns could be used not only to
promote seasonal collections, but to entice and excite
consumers with for example: new store openings,
events or product launches. This is something I
therefore decided to push with my film and campaign.
PRESS TO PLAY
5. 5
METHODOLOGY
Film Treatment - Keziah Miller
ROCHESTER LOCATION SCOUTING
PLANNING & PRACTISE -
As my campaign entails the opening of a new
store within London’s Dover Street Market, I
wanted a location that conveyed the streets of
London without having to dodge commuters
and receive planning permission. The
backstreets of Rochester near the cathedral
and castle, had a slight country feel but the
beautiful town houses are what bought London
into Kent. From this video you can see a few of
the locations that became backdrops within my
fashion film.
PRESS TO PLAY
6. 6
ART DEPARTMENT
Film Treatment - Keziah Miller
SHOT IDEAS -
As I won’t being using any props or set dressing
equipment, for my art department I decided to focus on
inspiration of shots. As my fashion film is almost similar
to a look-book style, the styling and mood is very
significant. I am shooting as if the model is on a journey
to finding her inner Saint Laurent within the city. For that
reason, I wanted to capture shots of her moving but also
being distant and flirtatious with the camera. I have
included three photographs that were major inspirations
for me, but additionally a fourth (bottom right) that is a
very basic edit of my model in one of my planned
location.
7. 7
AUDIENCE
Film Treatment - Keziah Miller
TARGET MARKET -
To ensure my campaign idea was appropriate for my proposed target audience (21 - 28 year olds) I composed a
questionnaire on Survey Monkey. Over 90% of the responses came from people between the age of 18-25, showing a
lack of engagement of 25+. In response to my last question and probably the most important, the responses to favourite
fashion film mostly linked to #YSL03. This led me to believe I needed to alter my target audience from 18-25 to 21-28, as
the fashion film I wanted people to elect, #YSL02, was more mature and therefore a style suited better to a slightly older
audience.
8. 8
FILMING EQUIPMENT
Film Treatment - Keziah Miller
EQUIPMENT -
My equipment for filming was very paired
back and simple. The camera I used to film
was the CANON 700D. They taught us using
this in the studio, it was extremely easy to
use on location particularly through the
touchscreen function.
To pair with the camera I bought a tripod
along. This was bought along as a back-up
item, I felt completely comfortable carrying
and using the camera free hand but wanted
to ensure I had a tool to improve stability if
necessary.
Whether it be myself, my model or assistant,
the iPhone would have been at the shoot
regardless of need, but it was on my list of
equipment primarily for my partner to film the
behind-the-scenes clips.
9. 9
LIGHTING
Film Treatment - Keziah Miller
IDEAL LIGHTING -
As my concept and styling together focuses
on the evening wear style of Saint Laurent’s
womenswear, I felt the most appropriate
lighting would be moving from afternoon
gloom to night-time darkness. I want this type
of light to provide an emphasis of drama on
the styling and overall mood. Even though I
could have been ironic and shot night-wear in
the daytime like #YSL02, I felt my target
audience of 21-28 year olds would connect
more to the scenario of night-time adventures
highlighted by the dark, mysterious lighting of
a cloudy day.
10. 10
STYLING
Film Treatment - Keziah Miller
STYLING -
As I mentioned in my ideal lighting plan, my styling revolves
entirely around the evening-wear styles of Saint Laurent. I
made the decision to focus on evening-wear as I feel that
some of Saint Laurent’s most adorned pieces are made for a
night-out. Additionally, as I am trying to target a younger
target consumer of 21 - 28 year olds with a ‘new capsule
collection’, I felt the items they would invest in would be for
events and partying.
Some of the brands
signature textures
include leather, tulle
and of course their
statement colour of
black. I wanted to
embed these notorious
fabrics within my
styling to ensure that
my fashion film would
be recognisable of the
Saint Laurent brand.
11. 11
HAIR & MAKE-UP
Film Treatment - Keziah Miller
The Saint Laurent make-up style is typically very minimal and natural. Occasionally in
editorials they spice this neutral look up with a heavy or dark shadow to suit the evening-wear
theme. I chose to avoid the natural, minimal make-up look and instead go for a smoked black
eyeliner and a dark nude lip. I purposefully chose to avoid the no make-up make-up look they
are known for under Anthony Vaccarello’s direction, as I wanted to add a higher production
value to my film.
For the hair, I wanted to bring attention directly to the model’s face as her unique beauty is
one of the main reason’s I cast her. Therefore I chose a sleeked back straight look, with her
hair behind the ears. I planned to add texture and shine through using an hair oil and wax
combined.
Hair & Make-up Trial vs Real Thing
12. 12
CASTING
Film Treatment - Keziah Miller
THE FACE -
Personally, I found casting extremely important. The ‘new’ Saint Laurent under
Anthony Vaccarello has bought an entirely new youthful and unique look to the
models casted. I wanted someone who fit their type of casting style, a strong
face and naturally beautiful. Luckily, my friend Evie Grippaudo who has a
modelling past, fits the criteria perfectly. As this is for a fashion film, rather
than still editorial, it was also a superb match as she does synchronised
swimming professionally so knows exactly how to move.
13. 13
MUSIC
Film Treatment - Keziah Miller
https://soundcloud.com/user-818700774/fashion-film-music/s-dRXAN
MUSIC -
After searching through a plethora of
royalty free music tracks online and
finding nothing I absolutely loved, I
decided to ask my friend to create
something for me. I showed him the few
tracks I did like, particularly ones that
had some drama to their sound, and he
created a piece for me. It is a mix of
electric sounds with drums, bass and
percussion. I love the way it sounds and
how parts of the beat purposefully aren’t
in time. It would be really hard to find
music that Saint Laurent would use as a
brand, seeing as they use everything
from rap to classic pieces and as we
cannot use known pieces of music due
to copyright. I think this is a good
settlement, something my audience can
enjoy without thinking to much about it’s
purpose.
14. 14
POST-PRODUCTION
Film Treatment - Keziah Miller
EDIT -
For the post-production of my fashion film I will
be using Adobe Premier Pro to put together not
only my 60 second film, but also the additional
shorter trailers and teasers. To keep in style
with the existing Saint Laurent fashion films
posted on YouTube and just the general
aesthetic of the brand, I will be editing my
footage in post-production to be black and
white in colour. As you can see in the
screenshot on the left, the majority of Saint
Laurent films are coloured this way. I also may
use methods of speed altering to bring
slowness to certain clips; this will help to
introduce an element of mystery.
15. 15
CREW
Film Treatment - Keziah Miller
Keziah Miller Maisy Prynn Evie Grippaudo
TEAM -
As I work better with smaller teams, I wanted to keep the crew to the
most minimal amount of people needed. Therefore, I will be acting as
videographer and director, Maisy Prynn will be my assistant helping with
any camera issues and lending a hand to any problems Evie or I have,
and then of course Evie Grippaudo is modelling. My study buddy for this
project is Daniel Harris-Austen, but he cannot make it to my shoot and
nor can I to his. Therefore, my assistant Maisy will be taking clips of
behind-the-scenes that Dan can used to make the BTS Documentary.
