I think this is the most complex project this year. There are lots of work have to be done for this sub-brand. However I am really enjoy it , I research lots of brands and campaign, to find what suit best with my sub-brand. Now I know WGSN where I can see the board for future theme. I learn new skill this time which is filming, however I just only edit them simple on Imovie, I will definitely learn to use Premier Pro and After Effect this summer so that I can make a better video. My 2 previous projects I did the photoshoot in the studio with the help of lighting, but this time I did outside. It was a great opportunity for me to know what to prepare to have a photoshoot outdoor and the adjust camera setting suitable with natural lighting.  Even though I had to make the photoshoot earlier than I expected because on of my model is leaving the UK soon, I feel like im not well prepared for the shoot in both styling and props. This is what I have to be more careful in the future, I need to schedule with models first and prepare what I need for the shoot. I also did a bit illustration for my brand as a gift for influencers who I invite to the brand pop up event. I am not good at drawing so the flip book are not perfect. I wish I know some 3D mockup that I can make the flip book more precise.

I have to take different role in this project and I found out managing social media is not as easy as I thought. It need to be planned carefully and need to take advantage of hashtag, time to post in order to get more attention

I like this project because it gave me deeper insight into different role in creating a campain. There are lots of thing need to prepare in advance. I know if this is the real life project, I also need to calculate the budget for the advertise and pop-up event; research for location in 4 countries and selecting celebrities/ influencers suitable for brand’s pop-up; building website and email for the brand. After this project, I know what i am lacking of I will improve my skills in editing and planning. Also I need to do more research on social media because it is very essential place to connect with audiences.

Here are my 4 marco trendboard. I did research on WGSN and other website as well. I mainly focus on human feeling such as quiet, lonely and nostalgic. All of the images are belong to me. Also I make a brand board based on my research of other brands and the aesthetic i aiming for

It consists of colour palette I want the products to be and the comfy, long lasting designs.

I would like to have a pop-up event for my brand. I will announce this event on brand Instagram page. For instagram page I have set up a calendar that I plan what images I will post each day. I research instagram page of Gentle Monster collaboration with Jennie for Jentle Garden collection. They post about this everyday before releasing the items, also they have sent lots of products for celebrities and influencers as a way to promote this collection.

I think this is a very nice way to promote for my brand. Because Red Velvet is my brand muse, they can wear some of brand’s item and post on their instagram.

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I will announce pop-up event on my Instagram as well, people can come to see the collection and purchase them. At the moment I am not building the brand website yet, I will launch the website after the pop-up ends.

Here are my Instagram feed. I will need to adding some more story hightlight and when the website is launched I will at the link in bio so that everyone can click on it to shopping

This is the layout of Popup shop I want to make. I hope to open this event in 4 different countries that my brand target to Japan, Korea, China and Vietnam. With this, the brand can raise their reputation in these countries and slowly build the loyal customers. I know 4 countries they have different shopping habit, shopping online platform but initial I want the customers to get use with the brand through pop-up, online shopping first then gradually depends on the sales of each country, the brand might be opened store their.

I kinda please with this pop-up design, I think it is quite Instagram worthy and customers/ influencers will take pictures to post on their account and the brand’s instagram will repost all of them in their stories.

This is my first video I did, therefore, there are some part that I am not really satisfied with. However, the overall it’s able to represent the energy I want to speak through the brand. The video is only 1min long, i think this is the good length to post on both Youtube and Instagram and it can be advertise on digital billboard

I have upload my video here: https://youtu.be/GRTP0FMTwJI

I also make a teaser to post on instagram. This can be share on story of parent brand Margarret Howell and also by brand muse Red Velvet

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I used Imovie for the video editing. It is quite simple to use because I don’t want to have much effects on my video. I keep the video around 1 mins because I think this is the great length to post on Youtube and also on instagram. There are 2 style in the video: the first one is young girl around 16-18 dreaming and the late part when the girl eat the flower means they are growing up, becoming a mystery pretty young lady.

If I run advertisement on Youtube 1 mins is the good length for me to promote the brand. For the music I just use the free one in Youtube library, I went for youthful theme so the song need to be suitable with it

Edting video is quite hard, it took me more time than editing photos. I need to pick the good shoot and arrange them how to look good

Some images I will use for my billboard advertising. Some of them I will post on the brand instagram account.

I adding grain and yellow colour to my images to get a vintage aesthetic. I think the styling work well with it. However, i wish i can do more on the set design when I took the photo in the room. Maybe some posters on the wall and more accessories with make the photo more interasting

Here are the final outcomes. I will have big billboard with 2 sides and the other one is for the bus stop, metro and malls

In this break i have made my photoshoot and fashion film. This time I worked with 2 friends and I used my flat bedroom for the shoot.

I feel a bit regret that I didn’t prepare enough before the shoot, I have to do the shoot earlier than I want because one of them will leave the UK. Therefore I feel like there are a lot i can improve if I have time to prepare more about the props and styling. In order to prepare for this shoot, I also send to my models the board that consists of hairstyles and posing I want to achieve. I attached the link here https://drive.google.com/file/d/1j1inMTnjnmBt-2AUD-wm3EkqCGEObTr_/view

At the moment I do almost everything by myself so I only ask my models to do their own makeup and hair. In the future I hope to work with makeup artist and hair stylists so that my work will be better.

However the good things is I got all the scenes that I want and the lighting is very nice. I also filiming some scenes for the short film as well, it happenned quite quick but I’m happy to get all the scene that I want.

This week I learn about content creation. I come up with some ideas with my classmate to make a short video to post on reels or tiktok. Even though i did some short reels before, i feel like it is very important to make something unique and choose the right music so that the video can be viral. The content of this video is about the transformation, I will add more items of clothe whenever the elevator open the door.

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This week I define the trends for the sub-brand. We have an exercise too describe and market for an object in class.

In week 5 we focused on Social Media Campaign. The exercise I got is to create a campaign for a male perfume. I have never research about male area therefore this is quite interesting. Finally I came up with a schedule for social media promote. I find out this need lots of work and cohesive in order to attract new customer as well as improve the reputation.

In this week, I have identified my parent brand is Margaret Howell. Her brand is focus on natural, relaxed look. Brand colour palettes are mostly earth-tone. Her prioritize is durable and functionally. Howell really care about the material and sustainable fashion. However, her brand mostly suit for people aged 28 and above.

Therefore I feel it is good to create a sub-brand that aim for a younger generation around 16-24. I research that she has lots of outlet in Japan, so the sub-brand will be focus on Asia market.

This week i learned about the art direction and I have a chance to make different ideas in 10 mins. This is such a good way to think of many ideas as possible, and also i can use some of them in my future project. Also I had a chance to go around and see other classmates ideas which I think it’s a good way to learn from each other and develop own ideas.