The document provides direction and tasks for creating a fashion film commissioned by Jaggy Nettle to be promoted on Dazed Digital. It includes researching Jaggy Nettle, creating a storyboard, budget, schedule and positioning statement. It discusses target audiences of fashion films and considerations for the commissioned film such as model casting, styling, narrative and music. Jason Lee will brief on the current market and collection. The final outputs are a research book and fashion film uploaded to YouTube and DVD by March 29th.

1. BEGIN RESEARCH BOOK
&
ONLINE RESEARCH BOOK
(SEPARATE FROM
SCRAPBOOKS)
WILL INCLUDE
STORYBOARD
SCHEDULES
THEME
REASONING

2. TASKS WEEK 1
DELIVERED BY 25TH FEBRUARY
WRITTEN CONTEXTUALISATION – CAMDEN THEME
RESEARCH:
FIND OUT AS MUCH ABOUT JAGGY NETTLE AS
POSSIBLE.
WRITE UP YOUR RESEARCH WITH REFERENCES

3. TASKS WEEK 2
DELIVERED BY MARCH 4TH
STORYBOARD
PITCH (INCLUDE YOUR TARGET AUDIENCE DEMOGRAPHICS) – 150
WORDS
ELEVATOR PITCH – 1 MINUTE PRESENTATION – WHAT
DISTINGUISHES YOUR IDEA FROM OTHERS? HOW WILL IT BE
ACHIEVED?
BUDGET – DETAIL COSTS AND INCLUDE CONTINGENCY (15%)
SCHEDULE
SHOOT
CAST LIST
CREW
LOCATION
EQUIPMENT (INC LIGHTS)
FIRST ROUGH CUT DELIVERY DATE

4. FIND OUT
Aesthetic
Who owns
What company is worth
http://companycheck.co.uk
Where manufactured
Prices
Collaborations
Designs
inspiration

5. POSITIONING STATEMENT
Product (Company)
Is the one category of product
That provides the target customer
With key benefit
Because reason they should believe
you can deliver the benefit

6. Choose a company
It can be any company
Write a positioning statement
using the template

7. Example:
B&Q
Is the one DIY centre
that provides first time buyers
with all their DIY needs in one place
because they have large stores in
most major towns and cities

8. Arnold Clarke
Is the one vehicle rental specialist
that provides families
with affordable and convenient car
hire options
because they keep a large and
varied fleet of vehicles for hire at a
more than reasonable rate

9. Creating advertising concept
Learning peculiarities of target
audience
Learning characteristics of
product/service to be advertised
Defining competitive
advantages of product/service

10. A FASHION FILM IS AN ADVERT AIMED AT:
CUSTOMERS
INVESTORS
SHOPS
DISTRIBUTORS
MEDIA
A FASHION FILM IS AN AESTHETIC
STATEMENT
A STATEMENT OF INTENT
A DEFINING STATEMENT

11. YOU HAVE BEEN COMMISSIONED
JAGGY NETTLE IS YOUR BOSS
WERE YOU COMMISSIONED BECAUSE YOU’RE CHEAP?
EFFICIENT?
YOU UNDERSTAND THE MARKET?
YOU HAVE BEEN COMMISSIONED
JAGGY NETTLE IS PAYING BUT YOU’RE IN CHARGE
YOU HAVE BEEN COMMISSIONED BECAUSE JAGGY
NETTLE WANT TO BE ASSOCIATED WITH YOUR BRAND
IF YOU STAY TRUE TO YOUR AESTHETIC THEN, WITHIN
REASON, YOU CAN DO WHAT YOU WANT

12. MOBY
REMIXER
NO ELEMENT OF THE
ORIGINAL TRACK
PAID $10,000 FOR BRAND
ASSOCIATION

13. http://www.metrovelve
t.com/interviews/fashio
n-films-and-video-
making-an-exclusive-
conversation-with-luca-
finotti/
what is the
lucafinottibrand?

14. Brief
You will be creating film for Jaggy Nettle to be promoted through Dazed Digital.
Your Fashion film should be max 2mins long
Jason Lee, Creative Director of Jaggy Nettle will be in the School to brief you on January
7th. Consider their current market and whether you want to stick with this or investigate
different markets through model casting and styling (ie older models, transvestites etc)
Research into contemporary Fashion Film and practitioners
Research into Dazed Digital and target audience
Using the current Jaggy Nettle collection consider mood, styling and the fashion message you
are promoting, paying particular attention to model scouting and casting, hair and make up
Consider your narrative and appropriate music - what is the story that you are directing?
The final film should be appropriate for the Dazed website through contemporeanity and
fashion aesthetic.
Research Book
Final Film

15. JAGGY NETTLE
FILM
(UPLOAD TO YOUTUBE & DVD)
RESEARCH BOOK
(PHYSICAL & ONLINE LINK
EMAILED TO TIM)
BY 6PM
29TH MARCH

16. http://www.guardian.co.uk/busi
ness/2013/feb/15/wool-
makes-comeback

17. IF THE UK & MOST OF THE
WORLD ARE IN RECESSION
WHAT KIND OF FILM SELLS
‘bespoke, hand made, heritage,
100%, tradition, ltd edition’
?

18. YVES SAINT LAURENT INCREASE ANNUAL SALES
59%
BOTTEGA VENETA UP 47%
LVMH (LOUIS VUITTON) €6 BILLION ANNUAL
PROFITS
CHINA
BIGGEST BUYERS OF
GUCCI
BOTTEGA
KOREA INDONESIA THAILAND
EURO LUXURY GOODS MARKET GREW BY 12.4%
IN 2011
‘INSULATED’ CUSTOMERS (THE 1%)
(GUARDIAN FINANCIAL P45 16TH FEB 2013)

19. TARGET AUDIENCE
ANTICIPATE COMMISSIONER’S
(JAGGY NETTLE) REQUIREMENTS
ANTICIPATE WHAT WILL WORK
WITH TARGET AUDIENCE
(MODEL/STYLING/ART DIRECTION)
– DO THEY WANT QUINTESSENTIAL
BRIT STYLE AND PRESENTATION?
FIND OUT BY RESEARCH

20. MUSIC
COPYRIGHT
USE LOCAL MUSIC
NEXT WEEK