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Next steps to do:
-Edit filters of clips in the middle section to be more intense.
-Buy an alarm clock that represents a runner’s track clock then re-film frames for the begging of the middle section.
-Create a soundtrack to go alongside the film.
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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.
on on Though I’m not a fashion designer I have tried to put together a prototype of the jacket I designed in Clo3D. I quite enjoyed doing this and creating it in real life as it meant I was able to visualise my idea in real life and I can use it to photograph for visual promotion with a model at a later date. I intentionally picked black material to add onto the garment as I think it doesn’t limit my project moving forward for instance an all-black surface is easier to super impose patterns onto if I wish, or print textures or even iron-on patterns in the future if I’m no t100% sure yet on the outcome.
on Following this youtube tutorial I was able to replicate the wavey lines effect and edit my logo on top!
I think the visual aesthetics of this wavy line look really work with the advanced technology element of my projects and would make for some effect visual promotion which I could create for Instagram posts/ posters. Learning this is definitely something I want to incorporate into my project!
Even edit it in photomosh to create interesting Instagram posts for the tease of the launch?
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!)
on Jacquard by Google
“Jacquard™ by Google weaves new digital experiences into the things you love, wear, and use every day to give you the power to do more and be more”.
Adidas did a collaboration with Jacquard (Adidas GMR) and manipulated the device to measure its user’s kicks, shot power, distance and speed. When you engage in real-world football activity through a series of specifically created challenges, you can earn rewards and improve your Ultimate Team™ performance.
Jacquard has greatly inspired my concept as I (as a brand) could collaborate with them, like Adidas did, to have the chip device act as an informer to the heat which I can control via the app and select the muscle area I want to target my heat-loss to.
Norma tech boots
Norma tech boots
“Our suite of products help to relieve tension, unlock sore muscles, and prime your body and mind to be at their best, so you can always find the simple fun in doing what you love to do, more”.
Compression Layers
2XU Compression layers
‘The benefits of our compression relies on our fabrics being firm and durable and graduated. Every batch of compression fabric we manufacture is first tested for power and recovery on an Instron tensile strength tester. If it does not meet quality standards it will be rejected and re-made. Approved compression fabric is then carefully constructed into a garment and tested on the Salzmann pressure measurement device to ensure they have a correct graduated pressure profile.’
Compression garments aid with blood flow, which helps during and after activity to remove waste and increase the blood flow to muscles, which in turn aids muscle performance.
G-Suits
G-suits, sometimes called anti-G suits, are designed to prevent a pilot from blacking out during high levels of acceleration force that cause blood to pool in the lower part of the body, leaving the brain starved of blood and oxygen. Inflatable bladders push blood toward the torso and exert pressure on the lungs
This is a great example of how technology is used in clothes to apply pressure in the body for a specific purpose.
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Here is the contact sheet for the ‘exaggerated sportswear shoot I did. Unfortunately, I didn’t have anyone that was free to model for this, so I had to direct my boyfriend to be the cameraman as I wanted a female model as it was more relevant to my project. I really like the idea behind this shoot, next time I would like to have a model to direct so I can take the photos as it was fairly frustrating trying to direct both, plus I would have liked to have done more outfit changes.
However, there are some images amongst here that have some fairly interesting compositions which I would like to experiment with!. Dynamic poses again inspired by Adidas by Stella McCartney shoot.
on For part of my experimentation, I wanted to look into how sportswear moves on the body whilst in action. The reason for this is because I believe sportswear should move simultaneously with the individual during movement so that the individual performs to their fullest potential. During a shoot I did with Sophia, I asked her to run/ lunge and jump in front of the camera so that I could record each action in slow-mo and then look back at it and see the results.
In the three videos below, I can see that the ‘unofficial’ sportswear clothes move more than the ‘sportswear’ clothes. The clothes are much looser so whilst Sophia is moving, the excess fabric bounces up and down. Though the fabric is moving, from observation I know that the fabric is still moving in accordance with the movement of the body. This is useful to know as it indicates that though the fabric is excessively moving more than usual sportswear, it is not moving in shapes and directions on its own account. So, if the clothes were moving during sports activity it wouldn’t be slowing/disrupting/negatively affecting the individual wearing it.
This video was a test to see what kind of videography I could create that exaggerated the garment on the body in action. I know you can film on Clo3D and create some really cool visual videos but I wanted to see how I could do something using a real-life model. The movement of the jacket was difficult as you had to time it perfectly to flick so it looked somewhat natural. I like the outcome and think with some edits and different angles (tried close up and birds eye for example) it could look really cool! I also really like the Brit Award videos which they created a slow-mo of the models watching the camera as it flew through the air, however, I’m aware that took a special camera to create.
