Level 5 Fashion Communication student at Liverpool John Moore's University. Documenting technical skills that have helped me in my uni projects.
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Tag Design Development: Sizing
My tags must be small enough to be tied around Lynx products, yet big enough to be written on. Therefore, I created __ different sizes, and measured them next to a Lynx bottle. I decided upon making my tags 8 squares x 8 squares. This was just smaller than the width of the Lynx bottle, yet has plenty of room for people to write their answers on.
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Tag Design Development: Shape and Layout
Layout wise, I am keeping my design simple, to let the messages on there to shine rather than any fancy details. The ‘#MASKulinity’ will be in bold on the front of the tag, to push the social media movement as far as possible.
I tested square, circle and hexagon shapes in my design testing process. I felt the squared shape will be the most appropriate shape; as she circle will be harder for people to write their answers on, and the hexagon will be harder to produce than the square.
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Changing the first scene
In my story board and ‘key shots I want’ I highlighted how I wanted my first scene to be of a model staring at himself in the mirror. This was something, I felt at the time, would be a poignant part of the video.
However, whilst editing my video I was not 100% with this scene being my first in the video. The first scene sets the tone of the whole video; and even though my message surrounding masculinity is a serious topic, I didn’t want my whole video to be gloomy. Therefore, I decided to use this clip second.
I chose to shoot a background scene, which panned onto three boys playing football. I chose this because the background scene is visually beautiful, yet gave the title #MASKulinity, full exposure. Then as the camera panned down, it made it clear what my video is all about. The scene with the boys kicking ball together signified brotherhood, friendship, and closeness; all poignant parts of my aimed message.
I understand I strayed away from my storyboard, but from it I gained a much stronger video campaign from doing this.
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Comparing my Story Board to my Video Campaign
My storyboard was very helpful for me in the beginning on me shooting scenes; I had included all of the key shots I wanted in my storyboard, so I felt confident running off that to give directions to my models. Through this, I was able to nail every key shot I wanted with every single model (8!) which meant I had plenty of content to choose from whilst editing.
I underestimated the amount of scenes it would take to create the video campaign that I wanted; this is why there are drastically more scenes In my video campaign than in my story board. I decided to stray away from my storyboard because as I was becoming more confident through each shoot, there were more angles/shots I wanted to shoot which tied the whole campaign together; for example the shot of Simon walking across the bridge is a poignant part of the campaign, and something that I didn’t apprehend whilst creating a storyboard.
I feel confident about my decision to stray away from my storyboard (even though I have used every shot I intended to on it) because my video campaign is much better than my storyboard.
A more in depth storyboard could have been helpful, however because there were so many models and scenes to shoot, this more simple storyboard layout was a great starting point to get the ball rolling so I could create a beautiful piece.
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Video shoot & Editing - AS1&AS2
I have chosen to use Adobe Premiere Pro do edit my video. This is because it is an advanced software so that I can edit it my video to the highest quality. Also, I am used to using adobe software (photoshop and indesign) therefore I think it will be easier for me to transfer my skills that I have already learnt.
Through premiere pro I was able to upload all of my videos that I had taken, source the best ones and crop to my desired length. I was then able to edit the colour of my video
Colour
To assure that all my clips had the same effect, I was able to create a ‘preset’ on adobe premiere pro which I was then able to apply to all of my clips.
I wanted a Black and White effect, but with cool grey tones rather than harsh black and white. Therefore, I lowered the contrast and ‘highlights, so that there were no bright white colours. I did this because I wanted my video to be visually smooth, and as easy on the eye as possible. My video should be subtly portraying a message, so I believe these harsh shades will distract from this.
Visually, I took inspiration from ‘Blue Lights’ music video because I love how the effect and shots made you feel emotionally connected with the characters. Researching how to make a viral video, I found that empathising with characters in the video makes the audience more likely to share the video.
I don’t have contact sheets due to it being a video shoot, however I have collated a series of my favourite still from the videos I have taken (after editing also).
During the editing process, I created ‘presets’ on Adobe Premiere Pro; which allowed me to make my very own filter and then apply this to all of my clips. It is essential that, editing wise, all of the clips looks the same so that the video runs smoothly.
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Storyboard
To assist my creative direction, I have created a storyboard of each shot I want, how I want it, and where in the video this will be.
It is an aspirational storyboard, so I expect my video to be somewhat different, however it is a good starting point for me to get a range of good shots.
This storyboard will help me in case I get stuck as to what shots I want; I can get each model or do a range of shots so I have more than enough content come editing.
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Key Shots I will be taking
A close up of my model’s face will be an important shot in my video because it will show the slight reactions and facial expressions of my characters, hopefully allowing the audience to see the models in a deeper form, building empathy and a relationship between character and audience.
A group shot is essential in my video campaign
I want this to signify ‘brotherhood’ and the need for male friends.
Visually, I hope the characters in this shot signify how having a person close to you will help you mentally; as loneliness is a large part of not feeling comfortable to speak out and male mental health.
A mirror shot will create a poignant part of myvideo shoot because I want it to symbolise a ‘man looking at his true self, without his mask.’ I want the video to be raw, and last approximately 5 seconds. I think this will be used as the first scene, whilst my title fades in and out, so the audience can quickly grasp the tone and message behind the video campaign.
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Audio Development Ideas - AS1
Audio is just as important as the visual elements to a video campaign, because if the two don’t synchronise together it makes the video hard to watch.
My first idea is a poem talking about male mental health and toxic masculinity. It will be read as a spoken word, with a soul/rnb instrumental in the background. I could either write the poem myself, or use a poem I found from the book ‘him + his’ in which is a collection of creative work sureounding male mental health. Spoken word is current, relating to the trends of my demographic, so it would appeal to them.
My book where I began writing my poem
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Styling - AS1
I will be incorporating The North Face garments into almost all of my shots. In particular, I models will be wearin Nupste coats, tshirts and fleeces. These are the garments most typically worn by my demographic, therefore it will be the most relatable to wear. Teenage boys don’t wear The North Face hiking gear!
Complimenting The North Face garments will be casual wear; joggers, jeans, tshirts, hoodies. As I am planning on using 8 different models, it is essential that each character look different especially because you won’t be able to see any colour, so that the audience can differentiate each character, and makes a more interesting video to watch.
The Schoolboy will be wearing his school uniform, combined with a dark green The North Face jacket over the top. I have chosen for him to wear his school uniform because I want him to clearly represent part of the younger demographic, and by wearing a blazer and tie simply represents this. The non-uniform jacket over the top adds an ‘edge’ to the fit; it signifies rebellion in the boy, as it’s not part of the uniform, giving the audience more questions to think about.
I want my ‘University student’ to be wearing a tshirt combined with joggers. This extreme casual fit is realistic to how many university students dress; help signifying who he is. It will also help the university demographic relate with this character in particular. Again, the colour itself doesn’t matter, yet I want the tshirt to be of a darker shade, so that it contrasts well with the white bathroom setting.
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Location - AS1
I will be shooting in natural settings; places where the audience will correlate with the model. This is because I want my video to be realistic. However, i still want my video to keep the audience’s attention, so I will be using a variety of locations (both indoor and outdoor) to make my video more interesting. This provides extra planning to ensure I am using every location I want, and to make sure the models and character profiles I have assembled will match accordingly.
The bedroom is an ideal location to show a university student. I will be in this exact room:
Horizon Heights student accommodation
to help push the idea that this is a university student.
These shots will be more intimate because of the personal setting, helping to add empathy into my work.
I think the problem arising from this is that the bedroom is very small (due to the nature of student accommodation rooms) therefore finding the right angles and getting as much of the location in the set as possible.
I aim for my mirror shot to be in the bathroom. This is another intimate location; where we spend time naked, and see our true, bare reflection. This will help the audience to resonate with the bathroom as being a personal space also, and helps build empathy for the model.
Again, I think an issue with a lack of space will cause problems with getting all the content within the shot right.
The kitchen will be used for the shot with the ‘Domestic man’. Another stereotype around toxic masculinity is the thought of women being the “domestic goddess” who cooks and cleans.
A simple shot of a male either wiping down a surface of taking something out of the oven will subtly break this stigma.
Although my primary message is trying to highlight the emotions that men mask, i think that men mask things they do also such as cooking and cleaning, because that is seen as an unmanly task.
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Character Profiling & Models
The ‘School Boy’ will be portrayed by Samuel Scott who is 15 years old. He will be wearing his school uniform, with his dark green North Face jacket over his blazer. He will be wearing a rucksack also, to help signify he is in school.
The ‘University student’ will be portrayed by Connor ‘Coxy’ Wilcox. He is a 19 year old boy who will be in his student accommodation, sitting at his desk. He will be wearing The North Face t-shirt, and other comfy clothing.
Kamahli Hakeem is the other ‘University student’ yet he is in a different location (outdoors). I have chosen different locations to make my video more visually interesting.
The ‘Group of Friends’ will be portrayed by Lewis Downey alongside his two flatmates. I picture this shot to be on the sofa, or outside the backdoor with the models talking amongst eachother. A close up shot of them acknowledging each other (eg shaking hands) will be taken also. I want these shots to be less staged as possible, because I want to show as much of a real friendship as possible; hence why I have used actual friends instead of three random boys.
The man who breaks a stereotype aka the domestic man will be portrayed by Robson Ogden. He will be cleaning the kitchen in one scene & and in another scene he will be watching the football as that is seen as ‘stereotypically masculine’. This hopes to bring a contrast that men can do both, subtly breaking down another stigma around masculinity.
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Style Guide
I have created a style guide to maintain my brand consistency. Keeping a tight reign across marketing channels, it will also help customers to recognise the brand in the long-run.
Visually, I want my graphics to be simple, so that they are easily transferable to different platforms. My colour palette revolves around black, white and tones of cool blues; most importantly a darker shade of blue. I have picked this colour because it stereotypically connotes with boys, and visually looks great with the off-white/grey tones. My video will be in black and white, and i wanted something that will be visible over both colours, yet not too bright that it would awkwardly stand out. This is why I have chosen two cooler blue tones.
I have decided upon two different fonts; Forma DJR Display and Nimbus Sans. I wanted a font that was clear and easy to read. I wanted a modern font, therefore ruling out typography, because I wanted it to relate to the target audience as much as possible. Furthermore, I don’t plan on Forma DJR Display will be the title, and the Nimbus Sans will be any other writing used.
Regarding the brand voice, I want the tone to be casual, as I am trying to engage with teenagers and young men, I think this is relevant so I can tap into the youth culture as much as possible.
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Colour Palette - AS1
Creating a colour palette is essential for me because it will tie my whole design process together.
Video Campaign
Even though I intend for my video campaign to be in black & white, there are specific ‘cool greys’ to be present through my campaign, such as ‘Cool Grey’ in Pantone.
Furthering this, I have a selection of three cool blue shades which will be my title colour. I need to make sure that the blue stands out over the grey tones of my video.
I sourced my colour tones through the pantone website and a colour palette selection website where I chose my own shades.
There were a range of blue shades, so I narrowed it down to three; a darker shade, medium and lighter shade to get a full range. However, I plan on using the darker shade of blue the most; ‘Word Rally Blue’.
Tags
I wanted to stick to the same colour scheme as my video campaign because I want my demographic to relate the two components together just by looking at the colours. Therefore, I sourced 3 shades of blue from the G.F Smith collection, and have decided upon using the colour ‘Adriatic’for the tag’s colour because it is similar to the colour of what I intend my title to be. Furthermore, I had to ensure that the colour of my tag wasn’t too dark, so that black is still readable once people have written on the tags.
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Schedule
With 4 weeks left of the project, I have many things to do and deadlines to meet. This is my plan to keep on track of my work:
I aim to film my whole video by Friday 15th November so that I have enough time to edit my video (as I am learning how to use Premiere pro also, I am expecting it to take me longer than usual) and to look over my final video with fresh eyes. It also gives me plenty of time to reshoot additional scenes if they don’t go as planned the first time. As I have a total of 8 models (including the group shoot) this requires lots of planning in itself to assure I can fit each model in, with enough time, around both of our schedules. This is why I have created a more in depth schedule from Tuesday 5th November – Thursday 7th November as I will be travelling between three different locations (Liverpool, Birmingham and Walsall) to shoot five models.
I will be focusing on my creation of tags within my third week; proposing my idea and designing the piece. I have given myself a week (alongside editing my video) because I will be testing different fonts, colours, tones and styles in order to match my video.
Finally, the last week will be focused on retouching my video and graphic design of tags, as well as completing my PDF document and blog. Finalising these details will assure I have completed this project to the best of my ability.
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