Matthew Turley, a student at York College, proposes creating promotional content for a fictional online fashion brand called Aylien's Castle. Over two years of college, he has developed skills in video editing, graphic design, and photography. The project will involve creating videos and photos showcasing different styles of clothing to appeal to the target audience of 16-24 year old boys interested in fashion. Research will include analyzing how real fashion brands design their content and keep branding consistent. Progress will be evaluated through self and peer reflections to improve the work and learn from the process.

1. Proposal
1
Centre Name and Number:
York College 48357
Student Name and Unique Learner Number:
6656588505
Matthew Turley
Project proposal title and date:
Aylien’s Castle 22/03/2022
Main area of activity:
The primary areas of activity will be video, graphic design and photography.
Rationale:
In my 2 years at college, I have made two music videos, a video game, a documentary, and a
fashion video. The skills that I developed in these 2 years are developing my progress with
software like premier pro, photoshop and aftereffects. I have also been learning how to how to
create different effects and how to incorporate a style into videos for example the paper rip effect
and awge styling of videos, as well as making animatics on aftereffects to make images slightly
move and come to life. The skills that I have learnt in Photoshop are graphic design work like when
developing sprites for my game as well as making the background of the levels, I also created the
advertisement too the designs of the characters were made in the pixel art style. The skills I
developed in aftereffects were motion graphics of logos I did this by making a light source to affec t
the gradient as the logo spins and I copied the logo behind itself to give it a 3d look to it. These
skills will help me in my project the video and graphic elements are a big part of the project and by
incorporate the skills into my work it will make the project better and I can also refine these skills
and learn new ones whilst doing the project.
Project Concept:
The concept of my project is an online fashion distributor like ASOS promotional content, the name
of the brand is Aylien’s Castle, the business structure for the company is an online fashion retailer
the brand will have a lot of different styles of brands that sell their clothes on their website. What I
will be making will be videos showing assorted styles and how wide the range of clothes are made
I will be putting different aesthetics and looks on each of these videos to matching the clothing that
will be worn by the model along with the music, I will also take pictures of my models in their
respective styles and will make these into social media posts and posters. The research that I will
need to conduct is looking at fashion brands and what inspires them to make their clothes. I also
look at directors of music videos, fashion advertisements as well as fashion designers, who have
influenced the “culture.” I will research into brands like Missing Since Thursday and the influences
on the brand and how they stylize their videos and images. I also will look at brands like GOLF
WANG and the general themes, they carry through there media for each collection and how to
keep the aesthetic consistent throughout the products, also seasonal looks and styles which come
into fashion each season like coats shorts trousers boots and trainers, and which are used
depending on the season and collections style. Other research I will need to conduct will be
looking at online clothing brands promotional content and how they can make it appeal to their
target audience through the styling and editing of the videos. The target audience is 16–24-year-
olds boys who are interested in fashion, the audience which I have chosen will like a wide range of
clothing styles and to appeal to both sides I have used two quite distinctive styles and looks, and
they will be able to blend which will make the brand and look a lot more appealing to my audience
because of the range of styles in between.

2. Proposal
2
Bibliography:
1. Villagomez, A. (24/1/22). ADRIAN's selectedwork. Available:
https://byconsulat.com/en/artists/adrian-villagomez/. Last accessed 16/2/22
2. Walker, N. (21/5/21). Nick Walker Studio. Available: http://www.nickwalkerstudio.com/video.
Last accessed 16/2/22
3. Riva, S. (23/10/18). Cruel Youth-Max Reynders. Available:
https://www.onegmagazine.com/fashion/cruel-youth-max-reynders/. Last accessed 16/2/22
4. Reynders, M. (14/2/22). MXDVS. Available: https://store.mxdvs.co/collections/products. Last
accessed 16/2/22
5. A$AP Rocky. (2014). AWGE. Available: https://awge.com/. Last accessed 16/2/22
6. A$AP Rocky. (25/5/18). Testing|A$AP Rocky. Available: https://tstng.co/. Last accessed
16/2/22
7. Chad. (30/8/2016). Missing since Thursday. Available:
https://missingsincethursday.com/pages/look-book. Last accessed 18/02/22
8. Scumbag Chad. (30/8/2016). Missing since Thursday. Available:
https://www.instagram.com/missingsincethursday/?hl=en. Last accessed
18/02/22
9. Matsumoto, T (4/8/08). Tekkonkinkreet. Japan: VIZ Media. 1-624
10.Joy Divizn. (1/1/21). Vizn Clothing. Available: https://joydivizn.com/. Last
accessed 18/02/22.
Week Tasks to be Completed: Specific Tasks
1 Pre-production  Proposal and background research
 Looking at fashion designers, directors, and
artists
2 Pre-production  Research- primary and secondary
 Research existing products as well as interviews
How will the project be evaluated and reviewed:
I plan to evaluate the work through self-reflection at the end of each day with a production diary, I
also plan to use peer reflection and final self-reflection which will be taking the other evaluations
into consideration to create my final evaluation. These reflections will help me to improve my work
in the process and will also help me in future projects by letting me understand what went right and
wrong which help me to avoid potential issues in the future. It will teach me what went right and
how I can replicate those pros in the future. I will also do audience feedback which will be shown to
my target audience 16–24-year-old boys that are not in my class to see what they think about the
work as well as showing to the public and seeing how a wide range of people will respond even
people outside of my target audience.

3. Proposal
3
and market research
3 Pre-production  Research- primary and secondary
 Make a survey and do audience research
4 Pre-production  Problem Solving and Experiments
 Look at potential issues which could come up as
well as issues that have come up in the past
5 Pre-production  Problem Solving and Experiments
 Finish problem solving and do experiments.
6 Pre-production  Pre-Production and planning
7 Pre-production  Pre-Production and planning
8 Production  Production and reflections
9 Production  Editing beginning
10 Production  Finishing for feedback
11 Production  Draft peer feedback
12 Production  improvements
13 Evaluation  Evaluation
14 Evaluation  Evaluation
15 Evaluation  Presentation
16 Moderation 
17 Show Preparation 
18 Show 