The document provides a treatment for a fashion film promoting a new Saint Laurent capsule collection targeted at 21-28 year olds. The film will tell the story of an enigmatic girl journeying through the city, channeling her inner Saint Laurent while wearing pieces from the collection. Inspired by an existing Saint Laurent film, the treatment outlines the filming location, styling, casting, music, and post-production plans to create a mysterious and alluring fashion film to build excitement for the collection.
MRKT438 Brand Management: Saint Laurent ParisCindy Yang
MRKT438 Brand Management
Brand Audit III and Recommendations for Saint Laurent Paris in Canada
Teammates:
Caroline Amzallag
Oriane Rosner
Helena Song
Reem Shihabi
Eduardo Oliver
Cindy Yang
This document outlines the brand DNA of Yves Saint Laurent, including both verbal and non-verbal elements. It describes the brand as iconic, sharp, seductive, art deco, rock-n-roll inspired, emphasizing shoulders and timeless quality. Key non-verbal aspects are leather goods, the bow logo, shininess, and black and white color palette. The document suggests areas for the brand to improve its social media presence and launch an app, and proposes exploring marble prints or furniture extensions that build on the luxury materials associated with the YSL brand.
Louis Vuitton was founded in 1854 in Paris and is known for its Monogram Canvas print designed in 1896. It expanded globally in the 1920s and launched signature bags in the 1930s. In 1959 it began using Monogram Canvas for small leather goods and in 1987 merged with Moet Hennessy to form LVMH. Today it operates over 300 stores globally and is the 26th most valuable brand worldwide known for ultra-luxury goods, tradition, and status.
Creative Strategy Document: Saint Laurent V2 (pdf)KeziahMiller1
This document provides a creative strategy for the Saint Laurent brand. It outlines the brand's mission, vision and concept which focus on revolutionizing fashion and empowering women. It discusses brand identity elements including logos, colors and luxurious materials. The document proposes introducing a new "Seek Laurent" capsule collection aimed at younger consumers to attract a new audience. Key goals, brand expression, social media strategy, competition and an action plan are presented to further the brand's vision.
Coco Chanel fue una diseñadora de moda francesa que revolucionó la industria a principios del siglo XX. Abandonó el uso del corsé y popularizó la ropa informal y cómoda. Creó prendas icónicas como el traje de chaqueta y falda de tweed, y lanzó el perfume Chanel No5. Tuvo una vida personal controvertida y alcanzó gran éxito empresarial. Karl Lagerfeld se hizo cargo de la dirección creativa de Chanel y mantuvo relevante la marca en la era moderna.
L'Analisi del Brand e delle strategie di comunicazione e pubblicitarie. A cura di
Roberta Anna Arpino
Francesca Maffi
Roberta Scarano
Ilaria Maria Barghini
Il seguente materiale è prodotto all'interno della didattica del Master in Comunicazione, Marketing Digitale, Pubblicità Interattiva
https://comunicazionedigitaleinterattiva.wordpress.com/
Keziah Miller's Creative Strategy Document - PDF VersionKeziahMiller1
This document provides a creative strategy for the Saint Laurent brand. It outlines the brand's mission, vision, identity, audience, and expression. The brand aims to empower women through luxurious yet practical designs. Currently, the target audience is women ages 28-50 with high incomes. However, the goal is to introduce a new collection aimed at ages 21-28 to attract a younger demographic. The brand expresses itself through monochrome and sensual imagery on Instagram and in editorials to portray an effortlessly stylish lifestyle.
MRKT438 Brand Management: Saint Laurent ParisCindy Yang
MRKT438 Brand Management
Brand Audit III and Recommendations for Saint Laurent Paris in Canada
Teammates:
Caroline Amzallag
Oriane Rosner
Helena Song
Reem Shihabi
Eduardo Oliver
Cindy Yang
This document outlines the brand DNA of Yves Saint Laurent, including both verbal and non-verbal elements. It describes the brand as iconic, sharp, seductive, art deco, rock-n-roll inspired, emphasizing shoulders and timeless quality. Key non-verbal aspects are leather goods, the bow logo, shininess, and black and white color palette. The document suggests areas for the brand to improve its social media presence and launch an app, and proposes exploring marble prints or furniture extensions that build on the luxury materials associated with the YSL brand.
Louis Vuitton was founded in 1854 in Paris and is known for its Monogram Canvas print designed in 1896. It expanded globally in the 1920s and launched signature bags in the 1930s. In 1959 it began using Monogram Canvas for small leather goods and in 1987 merged with Moet Hennessy to form LVMH. Today it operates over 300 stores globally and is the 26th most valuable brand worldwide known for ultra-luxury goods, tradition, and status.
Creative Strategy Document: Saint Laurent V2 (pdf)KeziahMiller1
This document provides a creative strategy for the Saint Laurent brand. It outlines the brand's mission, vision and concept which focus on revolutionizing fashion and empowering women. It discusses brand identity elements including logos, colors and luxurious materials. The document proposes introducing a new "Seek Laurent" capsule collection aimed at younger consumers to attract a new audience. Key goals, brand expression, social media strategy, competition and an action plan are presented to further the brand's vision.
Coco Chanel fue una diseñadora de moda francesa que revolucionó la industria a principios del siglo XX. Abandonó el uso del corsé y popularizó la ropa informal y cómoda. Creó prendas icónicas como el traje de chaqueta y falda de tweed, y lanzó el perfume Chanel No5. Tuvo una vida personal controvertida y alcanzó gran éxito empresarial. Karl Lagerfeld se hizo cargo de la dirección creativa de Chanel y mantuvo relevante la marca en la era moderna.
L'Analisi del Brand e delle strategie di comunicazione e pubblicitarie. A cura di
Roberta Anna Arpino
Francesca Maffi
Roberta Scarano
Ilaria Maria Barghini
Il seguente materiale è prodotto all'interno della didattica del Master in Comunicazione, Marketing Digitale, Pubblicità Interattiva
https://comunicazionedigitaleinterattiva.wordpress.com/
Keziah Miller's Creative Strategy Document - PDF VersionKeziahMiller1
This document provides a creative strategy for the Saint Laurent brand. It outlines the brand's mission, vision, identity, audience, and expression. The brand aims to empower women through luxurious yet practical designs. Currently, the target audience is women ages 28-50 with high incomes. However, the goal is to introduce a new collection aimed at ages 21-28 to attract a younger demographic. The brand expresses itself through monochrome and sensual imagery on Instagram and in editorials to portray an effortlessly stylish lifestyle.
Levi's has been making jeans since 1873 and has become the world's most celebrated jean brand. The document discusses how Levi's jeans are more than just clothing - they are part of everyday life and culture. Levi's aims to appeal to all types of people, regardless of age, style, or occupation, with jeans that never go out of style.
Chanel is a French fashion house that focuses on women's high fashion and ready-to-wear clothes, luxury goods and accessories. The company is owned by Alain Wertheimer and Gérard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of the couturière Coco Chanel.
Givenchy analyzes the luxury consumer journey through 8 steps: awareness, discovery, interest, evaluation, purchase decision, transaction, engagement, and loyalty. This presentation explores Givenchy's omni-channel retail strategy, focusing on its apparel. It details the brand's stores, history, codes, websites, social media, touchpoints, and how they guide consumers through the purchase funnel. The analysis shows how Givenchy seamlessly integrates online and offline experiences to drive awareness, evaluation, and loyalty among luxury consumers.
Victoria's Secret is a successful women's lingerie and beauty retailer founded in 1979 in San Francisco. [1] It promotes its brand through extensive advertising and its annual fashion show featuring famous models and celebrities. [2] Victoria's Secret recruits supermodels each year to represent the brand and be icons in the lingerie sector. [3] Currently, Victoria's Secret has over 1,000 stores in the United States and continues innovating with new concepts and expanding its product lines.
Chanel S.A. is a famous Parisian fashion house founded by Gabrielle "Coco" Chanel that specializes in luxury goods such as handbags, perfumes, shoes and cosmetics. The signature Chanel logo featuring interlocking double-Cs was not designed by Coco Chanel but given to her. The privately held company is currently jointly owned by the great-grandsons of Chanel's early partner Pierre Wertheimer. Coco Chanel revolutionized fashion by replacing corsets with simple yet elegant suits and dresses.
The document provides details on proposed beauty tutorial videos for MAC cosmetics. It will feature fast-paced, visually stunning tutorials using techniques like slow motion, split screens, and mirroring effects. Joe Director is proposed to direct, bringing experience in still photography. Jane Designer would provide design expertise. High-speed photography rigs would be used to capture explosive makeup application up close. The videos would have a simple, bright aesthetic emphasizing fresh skin tones and bold colors. Joe Grade, an award-winning colorist, is proposed to color grade the videos to signature quality. Inspiring music would provide polish and verve reflecting the MAC brand. The experience aims to be almost ethereal through subtle human touches like smiles
Loewe digital strategy is a case study for my digital and ecommerce classes
It´s an example of how a luxury company can leverage digital strengths, if they really want to develop a competitive advantage in the market (as Burberry has done)
If you are interested in more in depth analysis, please contact rosafvp@gmail.com
No confidential information is included in this presentation.
Copyright has no meaning for me. Let´s share knowledge. The world will work better!!!!
Analysis of Flying Machine`s recent campaignApoorva Yadav
Flying Machine is an Indian jeans brand established in 1980 that targets youth ages 19-40, especially college students, young professionals, and adventurous travelers. It focuses on style and innovation, introducing temperature regulating and stain-free jeans. While popular in the 1990s, it lost recognition until being relaunched in 2007 with a new Italian designer. An ad campaign that year featured Abhishek Bachchan to appeal to premium youth. In 2011, a highly successful campaign starred cricketer Virat Kohli, integrating social media. Though a later 2011 ad, "What an Ass!", was controversial for objectifying women, the brand continues gaining youth recognition while working to increase broader recall.
This was a project about the history of Chanel. I have searched and analysed a lot of books and magazines from which I could take some informations about this amazing and talented woman. The result is a power point which has to be a kind of resume of her story and best creations.
I worked with Bulgari in Milan to rework their marketing strategy to be targeted more effectively towards the millennial target segment, suggested a revamped strategy for their social media to connect better and for the brand to capitalise on their rich heritage of ROMA and fleshed out two main brand campaigns.
The Kate Spade social media strategy document outlines objectives to promote brand awareness, provide excellent customer service, reach new audiences and improve sales. Key aspects include using Instagram, Facebook and Twitter to showcase products and customers using a consistent "Live Colorfully" message. A team will manage social media presence and respond to any critical issues to transparently address customer dissatisfaction.
This document provides a marketing plan summary for Yves Saint Laurent. It identifies key issues such as a lack of brand recognition due to the logo not being stitched on clothes. The plan proposes creating a new, more affordable line of YSL to attract more consumers while keeping the core brand exclusive. Competitors like Versace and Louis Vuitton are analyzed. The situation analysis covers social, technological, economic and other external factors, as well as current target markets and audiences.
Ralph Lauren is an American fashion designer and business executive best known for establishing the Polo Ralph Lauren brand. He started by designing men's ties in 1967 and has since built the brand into a global multi-billion dollar company. Ralph Lauren ensures brand consistency by thoughtfully crafting the brand identity, which represents how he wants consumers to perceive the brand, and uses innovative digital communication strategies. The Polo Ralph Lauren brand began as men's ties and expanded to include women's clothing, home goods, and international stores. It has become an iconic brand representing classic American style.
The document provides information on denim sales trends, top denim brands on Facebook, denim imports and exports, and financial data and strategies for denim brands such as Diesel. It analyzes denim distribution channels and sales changes from 2010 to 2011, showing an overall decline in denim sales. Top denim brands like Levi's, Diesel and Guess had significant growth in Facebook likes in 2011 compared to 2010.
Successful campaign of Bvlgari on social mediaYu Tang
Bvlgari ran social media campaigns on Chinese platforms Weibo and WeChat as well as Facebook to raise brand awareness among younger users. On Weibo and WeChat, they partnered with celebrities to share brand history and stories. This led to a spike in engagement when two spokeswomen announced their marriages while wearing Bvlgari rings. On Facebook, Bvlgari maintained control of their page to showcase their craftsmanship and artistic collaborations through visual media, gaining some success but less engagement than their Chinese campaigns.
Media Evaluation Part 4 & 5: Audience Identification & Appealalexjstapleton
The document discusses targeting and appealing to audiences for a media product. It aims to appeal to both male and female audiences aged 15-60, specifically social classes A through C2. To attract male viewers, the protagonist is portrayed as powerful, respectable and emotionally resilient. Females are attracted through themes of protection and desirable appearances focused on through camerawork. Viewers in classes A and B can relate their lifestyles to what is portrayed, while C1 and C2 viewers can find escapism and inspiration for achieving a better lifestyle.
The document discusses how the media product uses, develops, and challenges forms of real media. It analyzes two TV advertisements created by the author for their event planning company. For the first ad, elements like lighting, costumes, style/camera work, editing, and sound are inspired by real ads but also develop conventions. The second ad focuses on customer testimonials, using mid-shots and developing a presentation style. While some elements conform to expectations, the ads also challenge conventions through dialogue, shots, and slower editing pace. Overall, the analyses show an understanding of real ad conventions that are both developed upon and subverted in the original media product.
Levi's has been making jeans since 1873 and has become the world's most celebrated jean brand. The document discusses how Levi's jeans are more than just clothing - they are part of everyday life and culture. Levi's aims to appeal to all types of people, regardless of age, style, or occupation, with jeans that never go out of style.
Chanel is a French fashion house that focuses on women's high fashion and ready-to-wear clothes, luxury goods and accessories. The company is owned by Alain Wertheimer and Gérard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of the couturière Coco Chanel.
Givenchy analyzes the luxury consumer journey through 8 steps: awareness, discovery, interest, evaluation, purchase decision, transaction, engagement, and loyalty. This presentation explores Givenchy's omni-channel retail strategy, focusing on its apparel. It details the brand's stores, history, codes, websites, social media, touchpoints, and how they guide consumers through the purchase funnel. The analysis shows how Givenchy seamlessly integrates online and offline experiences to drive awareness, evaluation, and loyalty among luxury consumers.
Victoria's Secret is a successful women's lingerie and beauty retailer founded in 1979 in San Francisco. [1] It promotes its brand through extensive advertising and its annual fashion show featuring famous models and celebrities. [2] Victoria's Secret recruits supermodels each year to represent the brand and be icons in the lingerie sector. [3] Currently, Victoria's Secret has over 1,000 stores in the United States and continues innovating with new concepts and expanding its product lines.
Chanel S.A. is a famous Parisian fashion house founded by Gabrielle "Coco" Chanel that specializes in luxury goods such as handbags, perfumes, shoes and cosmetics. The signature Chanel logo featuring interlocking double-Cs was not designed by Coco Chanel but given to her. The privately held company is currently jointly owned by the great-grandsons of Chanel's early partner Pierre Wertheimer. Coco Chanel revolutionized fashion by replacing corsets with simple yet elegant suits and dresses.
The document provides details on proposed beauty tutorial videos for MAC cosmetics. It will feature fast-paced, visually stunning tutorials using techniques like slow motion, split screens, and mirroring effects. Joe Director is proposed to direct, bringing experience in still photography. Jane Designer would provide design expertise. High-speed photography rigs would be used to capture explosive makeup application up close. The videos would have a simple, bright aesthetic emphasizing fresh skin tones and bold colors. Joe Grade, an award-winning colorist, is proposed to color grade the videos to signature quality. Inspiring music would provide polish and verve reflecting the MAC brand. The experience aims to be almost ethereal through subtle human touches like smiles
Loewe digital strategy is a case study for my digital and ecommerce classes
It´s an example of how a luxury company can leverage digital strengths, if they really want to develop a competitive advantage in the market (as Burberry has done)
If you are interested in more in depth analysis, please contact rosafvp@gmail.com
No confidential information is included in this presentation.
Copyright has no meaning for me. Let´s share knowledge. The world will work better!!!!
Analysis of Flying Machine`s recent campaignApoorva Yadav
Flying Machine is an Indian jeans brand established in 1980 that targets youth ages 19-40, especially college students, young professionals, and adventurous travelers. It focuses on style and innovation, introducing temperature regulating and stain-free jeans. While popular in the 1990s, it lost recognition until being relaunched in 2007 with a new Italian designer. An ad campaign that year featured Abhishek Bachchan to appeal to premium youth. In 2011, a highly successful campaign starred cricketer Virat Kohli, integrating social media. Though a later 2011 ad, "What an Ass!", was controversial for objectifying women, the brand continues gaining youth recognition while working to increase broader recall.
This was a project about the history of Chanel. I have searched and analysed a lot of books and magazines from which I could take some informations about this amazing and talented woman. The result is a power point which has to be a kind of resume of her story and best creations.
I worked with Bulgari in Milan to rework their marketing strategy to be targeted more effectively towards the millennial target segment, suggested a revamped strategy for their social media to connect better and for the brand to capitalise on their rich heritage of ROMA and fleshed out two main brand campaigns.
The Kate Spade social media strategy document outlines objectives to promote brand awareness, provide excellent customer service, reach new audiences and improve sales. Key aspects include using Instagram, Facebook and Twitter to showcase products and customers using a consistent "Live Colorfully" message. A team will manage social media presence and respond to any critical issues to transparently address customer dissatisfaction.
This document provides a marketing plan summary for Yves Saint Laurent. It identifies key issues such as a lack of brand recognition due to the logo not being stitched on clothes. The plan proposes creating a new, more affordable line of YSL to attract more consumers while keeping the core brand exclusive. Competitors like Versace and Louis Vuitton are analyzed. The situation analysis covers social, technological, economic and other external factors, as well as current target markets and audiences.
Ralph Lauren is an American fashion designer and business executive best known for establishing the Polo Ralph Lauren brand. He started by designing men's ties in 1967 and has since built the brand into a global multi-billion dollar company. Ralph Lauren ensures brand consistency by thoughtfully crafting the brand identity, which represents how he wants consumers to perceive the brand, and uses innovative digital communication strategies. The Polo Ralph Lauren brand began as men's ties and expanded to include women's clothing, home goods, and international stores. It has become an iconic brand representing classic American style.
The document provides information on denim sales trends, top denim brands on Facebook, denim imports and exports, and financial data and strategies for denim brands such as Diesel. It analyzes denim distribution channels and sales changes from 2010 to 2011, showing an overall decline in denim sales. Top denim brands like Levi's, Diesel and Guess had significant growth in Facebook likes in 2011 compared to 2010.
Successful campaign of Bvlgari on social mediaYu Tang
Bvlgari ran social media campaigns on Chinese platforms Weibo and WeChat as well as Facebook to raise brand awareness among younger users. On Weibo and WeChat, they partnered with celebrities to share brand history and stories. This led to a spike in engagement when two spokeswomen announced their marriages while wearing Bvlgari rings. On Facebook, Bvlgari maintained control of their page to showcase their craftsmanship and artistic collaborations through visual media, gaining some success but less engagement than their Chinese campaigns.
Media Evaluation Part 4 & 5: Audience Identification & Appealalexjstapleton
The document discusses targeting and appealing to audiences for a media product. It aims to appeal to both male and female audiences aged 15-60, specifically social classes A through C2. To attract male viewers, the protagonist is portrayed as powerful, respectable and emotionally resilient. Females are attracted through themes of protection and desirable appearances focused on through camerawork. Viewers in classes A and B can relate their lifestyles to what is portrayed, while C1 and C2 viewers can find escapism and inspiration for achieving a better lifestyle.
The document discusses how the media product uses, develops, and challenges forms of real media. It analyzes two TV advertisements created by the author for their event planning company. For the first ad, elements like lighting, costumes, style/camera work, editing, and sound are inspired by real ads but also develop conventions. The second ad focuses on customer testimonials, using mid-shots and developing a presentation style. While some elements conform to expectations, the ads also challenge conventions through dialogue, shots, and slower editing pace. Overall, the analyses show an understanding of real ad conventions that are both developed upon and subverted in the original media product.
The document discusses how the media product uses, develops and challenges forms of real media. It summarizes the ways each TV advert uses camera shots, lighting, costumes, sound and editing inspired by real advertisements. The first advert uses a presentation and slice-of-life style mixed from Thomson Holidays and Rimmel London ads. The second advert features customer testimonials inspired by Uswitch, with dialogue structured unusually. Both adverts challenge conventions through simplified shots, pacing and information delivery tailored for understanding.
This document discusses how a media product for a perfume brand called "AMO TU VIDA" both uses and challenges conventions of real advertising. It shows how the product advertises use techniques like close-ups, costumes, lighting, and repetition of images to create desirable personalities and associations with the product. However, it also challenges some conventions, like not explicitly showing the perfume bottle or depicting women as solely dependent on men. The analyses suggest the adverts aim to portray glamour and attractiveness to appeal to both male and female audiences.
The document describes a student's extended project proposal to create an advertising campaign for The Body Shop's makeup range. The campaign aims to change the way girls use makeup by promoting natural beauty. Research was conducted on existing campaigns and their effects on girls' self-esteem. A TV advert, billboard, and website banner were created showing a model enjoying herself without airbrushing to promote a natural look. Feedback on the first TV advert draft led to improvements in audio and video quality. The final campaign was evaluated as successfully conveying the message of natural beauty in a fun, quirky way.
Hollie Ferguson and Sarah Humphrey plan to produce two 30-second advertisements - one for a men's fragrance and one for a women's fragrance. They have decided on a sexy, fast-paced theme for both ads. They will also create a 20-second TV sponsorship sequence and a radio ad featuring dialogue to appeal to both genders. They have researched advertising techniques and plan to use upbeat music, fast editing, exotic locations, and intimate shots of attractive models to promote a glamorous lifestyle and sell the fragrances.
Jack Waterman has created a media evaluation plan to present his analysis of a film noir/horror sequence he created. The summary will analyze the sequence using various criteria such as conventions, representation, distribution, audience, and technical learning. He draws from classic films like LA Confidential and The Maltese Falcon for influence. The sequence challenges conventions by modernizing settings while maintaining classic filming techniques like black and white. It represents gender roles unconventionally by depicting a powerful female character. A Hollywood or video game studio could potentially distribute it due to similarities to successful noir-inspired works. The intended audience is both general viewers and film buffs. Camera equipment limitations were overcome, and editing skills improved through the project.
This document summarizes a perfume advertisement featuring actress Kiera Knightley. It uses different camera shots including long shots, medium shots, and close-ups to focus on Knightley. The setting in France appeals to viewers and adds a sense of romance. The advertisement employs sex appeal through Knightley to attract and engage audiences. It tells a narrative of Knightley doing photo shoots late into the night with a man, before abruptly leaving with the Chanel perfume as he locks the door. The target audience is women aged 18 to 35, reflected by the choice of Knightley. James Brown's "It's A Man's World" plays in the background.
The document discusses contextual research conducted by Freddie Fullman for a fashion media project (FMP). It summarizes key designers, fashion films, and theories that could influence Fullman's work. Specifically, it explores the paper dresses of Lia Griffith as inspiration, the repetitive patterns of Irene Van Herpen, and the establishing shots and 1-minute length of films by Vivienne & Tamas. It also analyzes the urban setting, camera angles, and editing techniques used in the fashion film of Phillipa Wilson's Sugar Collective. Finally, it discusses how Roland Barthes' semiotics of visual codes and Claude Lévi-Strauss' theory of binary oppositions could help Fullman convey certain meanings and messages in their
The document discusses the process of creating an opening sequence for a film. It analyzes how the sequence establishes conventions, represents social groups, identifies its target audience, and challenges conventions of typical media products. Key points include using stereotypes to depict nerds and teenagers, choosing a target audience of 16-25 year olds interested in comedy, and distributing the product through a smaller media company called indiVision suited for alternative genres.
This document analyzes and summarizes key shots from sample media products the author created to advertise a perfume brand. For the male advert, shots using long shots, close-ups, and those inspired by other ads are discussed in terms of conventions used or challenged regarding camera work, lighting, and inclusion of male-only subjects. Shots for the female advert similarly focus on conventions like beauty, makeup, and symbols through costume and framing. Both print and television sponsorship ads are also summarized in terms of shots, mise-en-scene, lighting, and targeting of male/female audiences.
This document analyzes and summarizes key shots from sample media products the author created to advertise a perfume brand. For the male advert, shots using long shots, close-ups, and those inspired by other ads are discussed in terms of conventions used or challenged regarding camera work, lighting, and inclusion of male-only subjects. Shots for the female advert similarly focus on conventions like beauty, makeup, and symbols through costume and framing. Both print and television sponsorship ads are also summarized in terms of shots, mise-en-scene, lighting, and targeting of male/female audiences.
This document analyzes and summarizes key shots from sample media products the author created to advertise a perfume brand. For the male advert, shots using long shots, close-ups, and those inspired by other ads are discussed in terms of conventions used or challenged regarding camera work, lighting, and inclusion of male-only subjects. Shots in the female advert similarly aim to portray beauty and draw the audience in using conventions like color schemes and symbols. Both print and television ads are examined for their adherence to or challenging of expectations in their industries.
Brand Story Video - Initial Presentation Gary Rizzolo
This document provides examples and guidance for creating an effective brand story video. It discusses three important factors for an effective brand story: showing customers you care, explaining why your brand is important, and telling your story. It then examines examples from other brands that achieve voice, location, and feel successfully. These include using multiple narrators to represent a company's voice, using iconic locations to represent a brand's lifestyle, employing b-roll footage to enhance storytelling, and leveraging archival imagery and design elements to capture a brand's aesthetic feel. The document encourages starting with an organization's brand book and existing imagery to structure an effective video that represents its personality.
The document analyzes the visual, audio, narrative and technical codes used in television advertisements for clothing websites and perfumes. For clothing ads, the codes include upbeat music, fast pacing, energetic models, and emphasis on visuals over dialogue to attract younger audiences. Perfume ads utilize slower pacing, subtle music, sophisticated gestures and narratives involving problems resolved through the perfume to target mature audiences. Technical codes like editing style, camerawork and fonts are chosen to conform to the brands and intended moods.
This document provides information about advertising and how to analyze advertisements. It includes:
- Definitions of advertising and how to analyze ads.
- Descriptions of macro features like genre and narration, and micro features like cinematography, editing, mise-en-scene, sound, and special effects.
- An example analysis of a Calvin Klein perfume advertisement focusing on visual and textual strategies.
- Discussion of lines of appeal advertisers use including happy families, luxury lifestyles, romance, elite people, and beautiful women.
- Analyses of advertisements using these lines of appeal for products like stock cubes, Greek yogurt, and Honda cars.
- Explanations of
The document analyzes and summarizes four perfume advertisements to identify conventions in the genre. It discusses how the group challenged conventions by making their ads fast-paced like Lady Gaga's ad. Their ads were mysterious like the Lady Gaga ad and did not show the entire model's face in shots like other perfume ads. They also made sure to show the perfume bottle more than Taylor Swift's ad to focus on the product being sold since they did not have a celebrity. Their ads used some conventions like themes of beauty, females, and a brief role for a male, but avoided strong sexual themes.
My media product challenges conventions of real lipstick ads in several ways:
1) It portrays men using lipstick to reflect changing gender norms.
2) It avoids objectifying models and focuses on the lipstick itself rather than physical appearance.
3) It includes older women to challenge ads only targeting young women.
4) It uses different ethnicities to show lipstick's appropriateness and acceptance.
5) It challenges repetitive outfit/background conventions through consistent white outfits and color-coordinated backgrounds.
The document discusses how the media product challenges conventions of real advertising. It summarizes how the product advertises a gender-neutral lipstick, challenging norms by including men and different ethnicities. It developed conventions by taking inspiration from real makeup ads but challenged objectification of women. Shots used close-ups to focus on lips applying lipstick. Music was upbeat to match real ads. Iconography showed the lipstick prominently. A radio ad also challenged conventions since those types of ads are rare.
Madeleine initially felt excited about the project's open brief and chose to focus on video, her passion. Some initial ideas included marketing campaigns for perfume or makeup brands. After considering her skills and confidence, she decided on a marketing campaign for a perfume brand. This would allow her to research target audiences, create print and video ads, and develop new skills. Her mood board and inspirations show a feminine, natural tone for the Marc Jacobs brand versus a sophisticated, wealthier tone for Chanel No. 5. She will draw on the lighter Marc Jacobs approach for her younger target market.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
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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.