Your New Normal - SS '21 Campaign
A multi-media visual campaign for a "lockdown fashion" line.
For my Final Major Project as a creative media student at UCA I set out to create a multi-media campaign for a lockdown fashion line.
Laid out in the project brief created entirely by myself, this campaign features photographic and moving image components that combine to create a visual branding experience that tells the ironic story of lockdown fashion trends.
Beginning in March of 2021, this project was set to last around 10 weeks, providing me just enough time to create and develop on ideas that were highlighted as part of my project brief.
The aim of the project was to create a series of images and videos that would promote the new line of lockdown clothing, featuring jogging bottoms, jumpers and a stylish socks-and-crocs combo.
Throughout the duration of the project I utilised a range of software, mainly consisting of Adobe's Creative Cloud. Photoshop and Lightroom have been the two main platforms for editing my photos, providing me with the tools to adjust visuals, remove blemishes and faults and prepare the images for print.
Many of the skills I have used here and throughout my studies at UCA were self taught from home, however I was introduced to them at greater depth through workshops and classes throughout the term.
Various notes and sketches were made to evidence the development of my ideas, as well as providing me with detailed context when it came to production.
Planning was key throughout this project, not only because of its scale but because I had to also navigate the various local COVID-19 restrictions which may have hindered my ability to create what I set out to make.
Below is the storyboard I sketched as part of my planning, as well as a couple of mood-boards which present examples of my inspiration, some ideas of locations, items of clothing that were to be used in the project.
Final Presentation
Fitting to the way of life at the time, I chose to present my final campaign online I through a website which was accessible via a QR code. People who found this code would be able to scan it using their smartphones, taking them directly to the website where they can explore a large selection of photographs of the various sets, as well as see some extra information regarding the 'Honski' brand and the campaign.
Website Link - https://luisramsey16.wixsite.com/your-new-normal
