Category: Reflection

Campaign Shoot Experiement’s

Emilia Clark on

The context for Proposed Campaign Idea:
Begin video with an athlete on a track in the race starting position, zoom in on their face (exaggerated heartbeat/crowd cheering soundtrack to assist) as it zooms video changes to athletes routine the morning of race day generic activities brush hair, teeth, get ready, breakfast any superstitions/warm-ups etc but in reverse black and white, then return to the athlete on track heart rate/exterior sounds even more emphasised and finish on race gunshot. Video then pans to brand name and #heretoperform.

For the Kinatheltics campaign, I’m taking inspiration from Frank Lebon and his documentary style of filming. Here is a snippet of me experimenting with filming, getting different camera angles and storytelling for what would be the middle section of the campaign.

During filming, I went OTT with filming every camera angle but this came to my advantage when it came to cutting the video down later on so I definitely want to repeat this when I come to recording the real thing in a few weeks’ time!

However I would like to experiment more with more abstract, more closeup, unconventional camera angles and use a different location as feel the house we used was too modern and I would like that family cosy house look.

With editing, I also then went on to experiment with how the film would look in black and white and in full reverse. Fully reversed works really well, it’s unnatural and so creates a more interesting flip of mundane routines and in turn, helps keep the viewer’s attention for longer.

 

I’m cautious because I want the campaign to be very quick-fire, therefore definitely more camera angles are needed, along with a change of location may be in the car for the “journey” and some clips on a real athletics track would work nicely for warming up etc. I want to keep the campaign video a length of 30 seconds ideally. I also have a drone which I will be learning to use for the real shoot ina. few weeks as that can get some really great camera angles to mix up the film.

Next to do:
-Begin working on a soundtrack to assist with the film. Not sure whether it’s best to wait until I have shot the final film before doing this so I know what clips I have at what point so I may end up saving it till last.

-Configure a final campaign video timeline, including locations, camera angles/ content I want.

-Organise for shooting on an athletics track need to get forms signed off etc.

Group Crit 22/02/22

Emilia Clark on

Notes from the tutorial:

Muted colours Emphasised sounds

Start back and white and as the sound builds build the colours into the video again too?

video in the mirrors, brushing teeth (sound very loud)

Fast editing

heartbeat background sounds slow and quiet but builds up

record on camera and import into vas app

documentary-style video, following athletes

Make your own sound using Garage band…

Big heartbeat at the end, loud obnoxious, uncomfortable.

Things to consider:

Iron-on clothing transfers (for logo/ or patterns?)

Amir Khans logo A+K is pretty cool

Look at Campaign Videos

LOTS OF Camera angles, close-ups, eye, nose, sweat, shoes in mud, dirty fingernails, macro lens off amazon (Film same position multiple times from different angles.) Drone? Film Bottom-up, top-down (from tree or drone?)

To do next:

1. Finish Jacket Prototype

2. Look at campaign videos

3. Make leggings on Clo3D

4. Create Logo

5. Sketches of different camera angles/lighting wanted.

Group Crit 15/02/2022

Emilia Clark on

Chris likes my concept for the “I came to perform” campaign which is great made me feel a lot more positive about the idea.

Need to start getting content for the video following each ‘athlete’ Maybe look at styling the video in a Frank Lebon kind of way, like not a typical sleek modern everyone looks great kind of way representing athletes in a more authentic personal, relatable way.

Have a film following athletes lives looking into their pre-race superstitions/ dietary requirements/ rituals/ warm-ups/ routine until the race.

The goal for next week: Finish the jacket design in real life!
                                      Design initial leggings look in photoshop front side back!
                                      Finish Logo Design!

Tutorial with Danni

Emilia Clark on

Yesterday I had a call with Danni, which was really positive and motivating for the direction of my project. Up until now, I hadn’t spoken to any other tutor about my project so it was good to get a fresh perspective of my project directions + references.

She helped me to realise that the next stage of my project would be to really refine the consumer of my brand, its purpose and its visual identity (how I want to move forward with it as it has multiple different opportunities)

I need to:

1. Check out the references she gave me
2. Speak to Lily about her project and her references as she said some may interlink and help me with mine
3. Create a brand mood board (this can be used for Tuesdays progress crit) persona + vision boards
4. Refine who my audience is, the exact purpose for injury it’s for, the brand I am.

Updated concept

Emilia Clark on

After going into uni today I FINALLLLLLLY have some clarity of my project… what it is, the problem AND the solution woooooo.

Before I had all these loose ideas of what I wanted to do but couldn’t bring them all together and understand what it was exactly I was doing or saying with it. All I knew was that I wanted to use clo3d, make some futuristic sportswear and do a visual promotion campaign for it.

SO the update to my project is….
(Shown in a screengrab of what I’ll be showing in the progress show crit next Tuesday!)

Thermal Energy

Emilia Clark on

Thermal Energy is the answer to my project….

SO after sitting with Mark and being able to shoot questions and talk through my project with him I began brainstorming what I wanted from my project.

I already had thought of the following ideas:
-how can a by-product (heat loss) be stored and how can we use it?
-solar charging jacket materials that could charge devices on the body

I was really interested in how we could use heat loss in physical activity for a source of something in some way.

Which led me to fall into the concept of energy harvesting.

Here are my initial notes on energy harvesting and what purpose that could be for and used for in sports specifically. 

Energy harvested through activity used to…
-power lights high vis on jacket
-power electronics on us (phone, headphones) =- works through the air like Samsung newly created tv remote that harnesses wifi
-what if you could log areas of weakness/pain in your body, then whilst your running your heat-loss would be harnessed and applied to the areas/muscle group which is injured/hurting providing a heat pack?

This is when I thought of the idea of using heat loss to target specific sports-related injury/discomfort/ warming/cooling muscles in athletes. 

Project direction reflection

Emilia Clark on

I am currently stuck thinking about what direction I want to take my project in. So after our formal presentations with tutors before the Christmas break, Eloise asked me what I wanted to do post-uni. I was thinking of working for an app, so she suggested why don’t I look into creating and developing an app for my project, still fitness related, but a different outcome.

So straight after I stayed up all evening designing that (picture below) And asked Mark what I would need to do for the project to cater for that, it was exciting to make and design

but I was still hung up on the idea of using CLO3d because it’s a challenge, something I haven’t used before and has the potential to have a really cool and interesting outcome. SO I returned to thinking about sportswear…

I really want to think of a futuristic sportswear concept, visualise the clothes, then create a campaign promoting that. that’s where I’m currently at.

Initial Tutorials Feedback

Emilia Clark on

Chris –

-look at OG Kicks in Brighton Lanes – they create/ upcycle shoes.
-could I explore upcycled sportswear? Rather than making new stock with new materials.

Emma’s trainer’s workshop may be of interest!

-could I collaborate with smaller sustainable sportswear brands that already exist and are local?
-technology and sportswear.

Rachel – 

-seeded paper tags/labels?
-find one person to make one sample of clothing?
-repurpose what already exists – UPCYCLING? – Look into artist DR Noki
-virtual 3D
-body scanner
-Clo 3D

I need to: figure out the focus/angle of the brand e.g is it streetwear, sportswear, loungewear, is it affordable, luxury…
Think about materials/style… how am I going to make it e.g is it 3D, 2D, real or repurposed?

Sportswear International magazine look at!

Rachel raised concern for getting clothes manufactured saying it’s not sustainable to get the clothes made – could I visualise it 3D do I really need to make it? Could I personally stitch one together out of sourced deadstock? Or I could partner up with one single seamstress to get a singular unit made.

October 23rd exhibition starts on ‘rethinking waste’ at The Design Museam.

Reflection

I understand what Rachel was saying about how getting the clothes made would be hypocritical as it’s not really sustainable. I would love to explore 3D but it’s naturally not my strongest skill. I will look into it though and learn.

I want to create a sportswear brand that is functional and high performing. Made from as sustainable materials as it can be – maybe even a utopian approach looking at future technologies.

FMP Briefing Reflection

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My inital thoughts are our briefing was that I wanted to take a Visual Promotion approach with this project because it is the area I want to potentially go into in the future/ my most enjoyed module throughout the last 2 years of studying.

Potential themes/ideas that came to mind;

– Future fabrics
– Create my own sportswear brand then market/create a campaign for – visual promotion including social media and or website
– Look into fabric colours/skin tone – an all-inclusive brand where colour hues are picked specifically to suit more than 1 skin tone
– Sustainable high quality but affordable gym clothes?
– Fitness app?
– Sports service? – this could be like a campaign to keep people out and moving