FCI Fashion - Marketing Strategy and Promotion
Services: Concept Development/ Strategy/ Production
Client Name: FCI Fashion School
Product Type: Video Marketing Campaign
Located deep in the heart of Fashion District in Downtown Los Angeles, FCI Fashion School is the only school of fashion specializing in short term fashion training.
Offering a quarterly basis “hands-on” training and several new online workshops, FCI Fashion School needed series of video campaigns to showcase the many aspects of their business.
Zurna Creative took on the job by understanding the multi-facet nature of this project and offered to promote FCI services by producing short video campaigns, that were told by both students and instructors.
In order to establish a friendly voice for the brand, the interviews were conducted within casual settings and questions were tossed, as each interviewee was attending their daily tasks.
The unobtrusive presence of the camera within the casual settings of the work place not only removes the stress from the interviewees, but it also allows the audience to get a better understanding of the space and atmosphere of FCI.
The shots for each interview are configured with attention to details such as product and logo placement, depth and perspective, prop placement, eye-line matching and lighting. These details give the video a uniform look and allowed for the brand to bring to life a distinct business personality as the content is played.
The video campaigns will be used to promote the FCI brand across different social media platforms. Some will also be put on display within the interior screens of the school so the new clients can get a better understanding of the year long events.
The message to go out through these video campaigns for the average viewer is to "Get ready to work in the fashion industry." And that becomes more accelerated as the video picks a faster rhythm and upper beat, so that once it's finished, the appearance of a Call to Action button on screen will direct the visitor directly from the video to the registration page. This is a very effective way to turn potential visitors into instant clients and integration of these types of campaigns into social media has the potential to skyrocket the number of direct visits.