The document provides an evaluation of Olivia Crossley's production process for a fashion catalogue and promotional videos. Some of Olivia's strengths included thorough research of existing products and planning the catalogue layout and color scheme. However, she could have researched more products and planned additional filming days in case of issues. Olivia struggled with time management and panicking when stuck on work. She was pleased with how her photos and videos turned out but received feedback that she could have added color overlays or filters to make the video more eye-catching.

1. Evaluation
Olivia Crossley

2. Production Process Evaluation

3. Research
One my main strengths when researching was the amount of detail I went
into when researching existing products. I feel I went into great detail when
analysing and picking apart the products. It helped me with my promo videos
by working out the best camera angles to show of the models outfits. Existing
products research massively influenced my catalogue by working out the best
layouts and colour schemes. In terms of planning branding (logo) existing
products made it easier when creating my logo, it showed me that the short
and simple logos are the best as they are easily recognisable.
One thing I could have done better is research more existing products both
print and video. If I had researched more it could have given me more ideas
and potentially improved my products.

4. Planning
One my main strengths of planning was the layout of my catalogue. I'm really happy with
how my catalogue turned out as it is basically identical to how I planned it. Another thing
that I stuck to was my colour scheme. Red was chosen as my main colour and in my
catalogue red stands out in all the photos giving it the powerful look I was going for.
Another thing that turned out well was my videos for my promo vid. I'm happy as I
managed to get all the shots that I planned in my shot list, which also enabled me to
smoothly create the transitions in my video that I needed.
One thing that I could have put more detail into was the colour scheme. Even though I
chose red as my main colour, I feel I could have put more detail into the colour scheme for
my catalogue. Doing this would have made it easier knowing what colours to use for text
and other aspects of my catalogue. Another problem I faced was getting the footage I
needed filmed on time so I could start my production. I didn’t plan any extra days or
organise back up models just in case there was an issue. Due to Molly one of my models
been ill on the 25th, meant that I couldn’t get the footage I needed till she was available the
week after. This effected my production as I wasn’t able to edit my videos on time delaying
the whole production process.

5. Time Management
In terms of time management, I feel like at times I struggled to get
work done for that specific deadline. I easily get distracted but my
main problem is that if I am struggling or don’t understand what I'm
doing, I panic and eventually give up doing my work. This massively
effected my work as I struggled with my research which then delayed
the rest of my written work. If I had given myself more time I feel the
quality of all my written work would have been done to a higher
standard and a lot more detailed.

6. Technical Qualities
To edit my photos I used photo shop. I used this mainly to enhance the colours and
sharpen the photos. On photos where I thought it was needed also used a vignette
which help create even more of a focus on the model. I also used photo shop for the
editing of my catalogue. By using photo shop it enabled me to create cool affects
like having each letter of my logo on the page, but instead of it been a block colour
its actually the background picture in a different colour.
For my videos I used premier pro. It helped me create the smooth transitions that I
wanted by using some of the effects they have.

7. Aesthetic Qualities
I feel like the strongest part visually of my work is the pictures I have taken for
my catalogue. The different camera angles have worked well in terms of showing off the
outfits and the location. I feel like I successfully portrayed the urban aesthetic that in was
going for using the locations I used.
Another thing that I was pleased with was how the editing of both my photos and
videos went. When editing my photos I feel like I successfully boosted the right colours,
sharpened them, added vignettes when needed... Over all my photos are bright, nicely
lighted and give off the street/urban feel I was aiming for.

8. Audience Appeal
I would consider my target audience 16 – 24 year olds, a generation with the biggest
interest in present day fashion. When conducting audience research I found that 93% of
my target audience see clothes advertised on social media. I then went into more detail
asking what social media platform is used mostly used by my audience and Tik Tok was
mostly used with 60% of my audience using it. From this I created a tik tok advertising
my clothes which worked really well with the audience.
With my catalogue I put as minimal writing as possible as I didn’t want the writing be
overpowering to my audience. By doing this visually it makes it more aesthetically pleasing.

9. Peer
Feedback

10. Feedback 1
• What did you like about the product?
• Good variety of shots in my videos
• Catalogue is laid out nicely. Not overpowered with words
• Good locations, gives urban feel to it
• What improvements could have been made to
the product?
• Main video could have been longer
• Could have created more content, such as a poster
Stephan Royle

11. Feedback 2
• What did you like about the product?
I thought that the video looked great and was edited to the
social media style that I think you aimed for. I enjoyed the
transitioning and cutting to the beat of the music which made
the video entertaining
• What improvements could have been made
to the product?
One thing I would add to this project is adding some colour
overlays or more intense filters to make the video more eye-
catching to the audience.
Antony Sibanda

12. Feedback 3
• What did you like about the product?
I liked that with your videos it seemed a lot of effort went into making
where you took the shot from and location. The duration of the video
is short and concise making the video easy and enjoyable to watch. I
like the lettering on the photos, as it shows off your brand in a
creative way. Your logo looks well made, and it memorable.
• What improvements could have been made to the
product?
I would say that I think that a voiceover on one or both video
would've helped with knowing exactly what the video was. I would of
liked to see your logo in both the videos as I think it needed it.
Jay Brown

13. Peer Feedback Summary
• What do you agree with from your peer feedback?
Personally I agree with most of the feedback given especially the feedback about how it is
an easy and enjoyable watch. I created it so there wasn’t any long continues clips, which
has been recognised by the audience.
Another thing that I agree with is that I could have put filters over the top of the video to
add some more colours and make it more eye catching.
As Stephan suggested I could have created more content for my video such as a poster.
• What do you disagree with from your peer feedback?
One thing I don’t agree with is that I should add a voice over to explain what the two videos
are. I think that it would ruin the whole aesthetic of the video and would make it seem less
professional.

14. Peer Feedback Summary
Overall, I am happy with the feedback I have been given. If I could make
more improvements to my work I think the main one would have been adding filters
and more effects to my video to make it more eye catching.
If I had more time I would have created more content, such as a poster ore a
magazine. Doing this would have enabled me to show off more of the pictures I had
take.