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caeleighsims · 5 years ago

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FINAL SCRIPT

(signs to direct him to the room)

Sign on the door (studio sign?)

Name plackets on the table for each “expert”

Cheesy music playing

2. Roll intro to our “show”

Rebeccas’s welcome

“Hi, hello and welcome back to your annual transmission of Good Morning, AMFI. My name is Rebecca and I'll get this show on the road! I am very happy to welcome all of you and very excited to announce that today‘s talk is about ... Fabulous Fashion Mags!

Aren’t you sick and tired of buying the same old glossy magazines? Of seeing the same covers, photoshoots, brands and even models all the damn time?

Well, we are! Today in the house, live, on screen and in color: representatives of this year’s issue of GARMENT! If you don't know Garment Magazine, it’s time to get an editorial update! The magazine is annually relaunched, honoring a single garment at a time. This issue treats SCARVES as royalty from the cover 'til the very end. Next to the representatives of Garment, we have a special guest over today.

“My sources tell me, that this year's issue is, next to the scarf, all about wittiness and having fun! The status quo is questioned, humor is used as coping mechanism, and the content is putting boring stereotypes into a new spotlight.. Sounds fun, right?

But before we dive into details, I’d like to welcome our panel of Garmenteers!

Please put your hands together for Xenia, the Editor in Chief, Milembe, who makes sure the magazine is printed to perfection! And Caeleigh, curator of all the knee-slapping content found on Garment’s Social Media!”

PAUZE & APPLAUSE

***Xenia, Milembe, Caeleigh enter***

So Xenia, welcome, you are joining us on screen because you are managing the entire magazine from another part of the globe! ** XENIAS SAYS HELLO** As I mentioned every generation of the magazine revolves around one garment. This year you chose the scarf, an interesting choice if you ask me...what made the scarf the perfect garment for the 2020 issue??”

Xenia: “Even though you might think the scarf is one of the simplest garments that exists, it is actually incredibly versatile. Tell me, do you know of any other garment that you can wear around your neck, on your head, around your waist… literally anywhere. Next to its versatility, the scarf is also a great carrier of meaning. It is basically a fashionable, wearable banner. A scarf communicates, whether this is cultural, religious or empowering matters. A scarf can literally say it all! Besides that, the scarf has been the hottest topic on the catwalks this season, haven”t you seen?”

Rebecca: “I see. So, the scarf can actually send out powerful messages. I understand that your message to the readers is to question the status quo, while having fun. How did you find this approach, and how did you translate the ‘having fun’ part of the brand?”

Xenia: Aren’t we all tired of the humdrum and monotony we are fed by typical glossy magazines? We wanted a fresh take and make it entertaining! By doing this we want to challenge the reader and create awareness among them so they can recognize the stereotypes themselves, and think about how we can do it differently. How are we making sure there’s fun involved? I’ve got one magic word…PARODY. We are playing with the exaggeration of stereotypes, we make them absurd and hilarious. So while having a laugh, we make you wonder: Why are all these ridiculous clichés the norm for magazines at the moment? And why don’t we play around with it more often instead of staying stuck on the same content all the time?”

Rebecca: “I like that! But why do you think we need this now? What makes it so…2020?”

Xenia: “Have you been on social media at all? Hahahaha. When COVID-19 broke out the only thing I saw on there were all these memes about our ridiculous behavior. Even though you might think it’s risky to make fun of a situation like that, I am sure we all secretly laughed. And it actually made me reconsider our behavior. I realized that I don’t actually need to stack up on toilet paper, it’s just straight up absurd! I think that especially now, in times of meme-culture, our target group needs a dose of humor in order to cope with and challenge the crazy, stereotypical ideas that are out there. So yes, I think our magazine concept is very 2020!”

Rebecca: “An interesting outlook, very in line with the Zeitgeist. You made a comment about COVID-19. You’re creating and printing a magazine in times of isolation and social distancing, while the whole team is sprinkled all over the globe! How has this affected your way of working?”

Xenia: “Obviously it was a little, WELL, no, actually very, different from what we expected, but we made the best out of it!! I see the whole team on the screen and communicate via digital platforms, although quite unfamiliar at the beginning, worked out well for us. I would like to give out a special thanks to the team for adapting that fast, since it can be hard communicating when we don’t get to see each other physically. Next to communication, of course, there were some difficulties with getting productions done, such as photoshoots and interviews. But we managed to create all content within the safety measurements made by the Dutch Government.”

Rebecca: “That is great to hear! I can imagine it was a struggle delivering a magazine with all its expected photoshoots, interviews, and content which needs field research in general.

Speaking of photoshoots: As we know, the major names in the magazine world, such as Vogue, Elle and Harper’s have their editorials filled with well-known brands, which - spoiler alert - are also their biggest sponsors. I assume that you guys did this differently and that you carefully chose which brands to include in the magazine, am I right?”

Xenia: “Yes, definitely. The fashion in the magazine obviously mostly features AMFI Designers. Besides that, we decided to support young and conscious designers, brands that are commonly seen as ‘unconventional’, vintage clothing and of course some digital fashion! “

Rebecca: “I’m excited to see all the brands and designs in the magazine! One thing makes me curious, how was the process of finding AMFI designers for collaborations?”

Xenia: “It was a struggle sometimes, as we wanted to include current designs and many of the designers weren’t in Amsterdam for us to borrow their creations. On top of that, most of them were pre-occupied with their own Corona worries. However, with helping hands from all departments we were able to reach a good number of designers and used their designs for our shoots and cover.”

Rebecca: “I think it is truly amazing what you guys have managed to create in such wild times. Now, I have been asking myself, Milembe: how on earth do you get a magazine printed during quarantine?”

Milembe: “It sure has been a lot of phone calls and discussions with different print shops. But all is looking good, and our pre-sales are rising daily!”

Rebecca: “Where can I buy mine? It truly sounds like a worthwhile investment, which is important because we are killing trees for it after all. Sustainability is an ever-present topic, and you guys have been taking this very seriously, am I right?

Milembe: “You can buy the magazine with one of our students or at Athenaeum Boekhandel. We also have a distributor who makes sure the magazine is sold in stores all over Europe.

Sustainability is very important to us indeed. That's why we chose a sustainable printer. They print with sustainable ink, we chose recycled paper and the printer is CO2 neutral. They invest in planting new forests as well. So yeah, I think it’s fair to say that we are trying to take eco-friendly to the next level!”

Rebecca: “Now I don’t know about you, but these experts got me really excited to see this magazine! I think it’s time to stop the talking and start seeing what it looks like! Xenia, I’ll pass the mic onto you, and let’s have a look into this mag!”

6. Xenia walks through the plank

PLEASE FILL IN

8. Explanation of social (ask questions to Caeleigh)

Rebecca: “Well that was very exciting, I can’t wait to get mine delivered! But before it comes to that, I can enjoy all the content you are showing on your social channels! Because yes, Garment has been very active on social media, and dear viewers if u are not following them I strongly advise you do so.

This morning before coming here, I actually did some serious stalking online. When I took a look at the Instagram account of Garment magazine I found all the wit, the fun and the parody representing your magazine. You really got me with the memes, the ironically long list of hashtags and your interactive and surprising stories. I was laughing out loud and tagged all my friends instantly!

So Caeleigh, as the mastermind behind all these productions, can you start with telling me something about all the different social platforms you’re using?

Caeleigh: “As of now we have mainly been active on Instagram. And by posting daily, uploading frequent stories, using hashtags, and creating content that that encourages interaction and reposting, we have managed to steadily grow our following. Other than that, we will soon be making use of IGTV, and posting more frequently on Facebook once we start uploading articles and content onto our website… which just went live today!

Rebecca: “I can imagine it takes a lot of creativity to make all posts for these platforms. How do you come up with the designs for social, the images, the captions, the memes, the gifs and all? In other words, how are you translating the magazine to online?”

Caeleigh: “I think the most important thing for us has been to pay very close attention to the magazine development in the workshops. And we also have people from image, design and text on the Social team that provide great insight into each department. We always use the same colours, fonts, graphic elements and tone of voice to keep it all within the brand. And the magazine has even taken on a couple of ideas of ours as well. Like a horoscopes spread, for example. And finally, every post we upload is either discussed in the workshops, or sent to Xenia and the other leads for approval before going live.”

Rebecca: “It is really great to see how everything comes together like that, giving us a holistic idea of your brand identity. Now I don’t want to spoil things, but I heard some rumors about a Garment reality show… That would definitely be something I have never seen with Garment before!”

Caeleigh: “Yes! definitely something new for us... which is really exciting. We were brainstorming ideas on how we could make our viewers more invested in the process that goes on behind the scenes of Garment Magazine. And instead of just showing snippets of content here and there, we came up with the idea to create a whole storyline for people to follow along, where we introduce them to all the jobs on an editorial team and their role within the company. We decided to embrace the idea of parodying reality television, playing into the tropes of what people consider "fashion people" to be like. Again, inviting our viewers to laugh at the exaggeration of these stereotypes and question how or why they exist.”

Rebecca: “I can’t wait for this!!! How often will it be produced and where can I check it out?”

Caeleigh: “So, we will be filming on June 8, with a crew of 6 actors, a director and a cameraman. We're also getting help from an editor in Toronto. But the bottom line is, you should all expect to see 5 episodes posted bi-weekly, with the last one airing at our launch!”

Rebecca: “A launch event? During quarantine? What can I expect this to look like?!”

Caeleigh: “It's definitely going to be unlike the launches from past years. At first, we bounced back and forth between a couple of online ideas, but since this quarantine has dragged on for so long we've noticed that people are getting really tired of just staring at their screens all day. Now that the laws regarding social distancing have become more lenient, we're planning to use this to our advantage and plan a very small pop-up event. The idea is for it is to be a maze-like event, almost like an art installation, where each section or room is a different theme, in line with the magazine. Expect to see parodies of cliches found at award shows, articles in the magazine brought to life, and an over-the-top Tell-Sell booth at the end where you can purchase your own copy of Garment. Obviously, we'll stay in contact with the RIVM to make sure the protocol is followed properly at all times and people are safe.

Rebecca: “This all sounds very promising, but quite difficult to handle all by yourself. Will you make use of any sponsors or partners?”

Caeleigh: “Yes, of course. We already have our location sponsored, as they are willing to offer a very significant discount on the space. Next to that we've been reaching out to Dutch beverage companies to see if they would be willing to sponsor our event as well. We only just changed the whole launch plan last week, but there's been an impressive amount of progress made already.”

Rebecca: “Thank you Caeleigh, looks like you’ve got it all figured out. Please keep posting and please make sure to send me an invite for the event!”

9. Go over to Milembe

Rebecca: “So, I would like to move over to this lovely lady, the queen of print, Milembe! I understand Garment is quite a big production. Can you tell me precisely how many magazines will be printed?”

Milembe: “We'll print 1250 magazines to be precise. Last year a number of 1500 were printed but quite a lot were left over. Selling this year will be a lot more difficult than last year because of these weird times. This is why we decided that it would be good to slightly reduce the copy count, also keeping sustainability and less waste in mind.”

Rebecca: “Good number! I would definitely be able to get my hands on one of these gems. Right?”

Milembe: “Pre-sales continue to rise despite the extenuating circumstances”

Rebecca: “Wow, that’s great!!! Must help in financing the print, but how else are you handling the finances for the production? Maybe you can give our special guest Dirk a closer look into this?”

*** Milembe hands over the financial overview and shortly explains to Dirk what he can find inside this document ***

10. Sign off “thanks for tuning in / Questions

Rebecca: “Now that we’ve seen every inch of Garment’s scarf issue. From concept, to social media, to finances, I would like to thank you all for joining in. Especially our team of experts and our VIP Dirk! I can’t wait to see the end-product and I hope we got you excited as well! In case our special guest or the audience have any questions, now is the time to ask!”

#redgreen

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