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 Festival.


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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.
  • 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.
  • Fashion & Motion: Telling Your Story Through Film_LJFFF

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