ABERCROMBIE & FITCH LEGACY
short film
CONCEPT
The concept behind my short film was to articulate the legacy of Abercrombie & Fitch to the audience and target market, in a way that the negative perception of the brand is changed. I want to bring forward the authentic A&F from 1892, with a message that is emotionally captivating and contains a message of “going back to our roots, being proud of our legacy, embracing the heritage of the brand” whilst affirming an underlying narrative of the journey from those who have left the foundations to which we are today. In essence we are going back to when life was simple, the true american way of life (authentic) in nature and outdoors.
The story follows a young adult female as she follows on a path in nature that was once created by her grandfather, as she follows this path she knows of the route through indications of her grandfather, going through dense bushes, high pine tree areas and open views. She then ends up to an open area, where she comes to the realisation of what she needs to do to create her own journey “her mind is clear and now she sees what she needs to do to leave her legacy”, but on her way out of the forrest she goes to an old tree stump with her grandfathers initials engraved into it as she comes to terms with the past and memories of him. She ends of by leaving where she started, with a clear goal in mind to make her grandfather’s legacy proud. Throughout the film she is wearing an old outdoorsman jacket, once owned by her grandfather, and she makes small gestures touching and hugging the jacket that sparks memories of him. it is unclear at first, but it is made clear in the end the exact memory of him.
The story follows a young adult female as she follows on a path in nature that was once created by her grandfather, as she follows this path she knows of the route through indications of her grandfather, going through dense bushes, high pine tree areas and open views. She then ends up to an open area, where she comes to the realisation of what she needs to do to create her own journey “her mind is clear and now she sees what she needs to do to leave her legacy”, but on her way out of the forrest she goes to an old tree stump with her grandfathers initials engraved into it as she comes to terms with the past and memories of him. She ends of by leaving where she started, with a clear goal in mind to make her grandfather’s legacy proud. Throughout the film she is wearing an old outdoorsman jacket, once owned by her grandfather, and she makes small gestures touching and hugging the jacket that sparks memories of him. it is unclear at first, but it is made clear in the end the exact memory of him.
STATEMENT OF PURPOSE
The purpose for the short film is to create new brand awareness that encompass the authentic Abercrombie & Fitch from 1892. I wish to create a sentimental purpose in the heart of the consumers, as well as redirect the brands perception away from the negative light and re-appropriate people’s ideology of the brand to become more about carrying the authentic american outdoors lifestyle by carrying the legacy into modern society. In essence it is more about bringing back, whilst changing the brand identity instead of reinventing it.
Execution
Once the location had been finalised, the use of low light settings was easily achievable as the weather attributed to the optimal film conditions. A Canon 700D was used in the filming process with additional low lighting techniques and equipment, accompanied by tripods, and monopods were used in the execution process. For the purpose of this project I utilised Adobe programs such as Premier Pro, After Effects and Adobe illustrator - as well as additional software for the creation of the soundtrack in order to complete the post-production process.
Accreditation:
Director, Editor, Production, Cinematographer : Storm Truman Manson
Director, Editor, Production, Cinematographer : Storm Truman Manson
Actress, Creative Process Consultant (execution direction advice) : Celine K Hermant
RADIO SHORT
The radio short, is another contact point which in my opinion was executed exactly how I wished it to be. It tells a story of a women living in a cabin in the woods, her life being so simple no sounds and her journey is to bring back the life her grandfather once lived that she wishes to feel and become apart of. She leads out the cabin through a forrest and as she progresses onwards hard sounds, become less and the beauty of her surroundings takes over (signifying getting away from man made 21st century problems towards an authentic past). The direct reference to grandfather is not only the jacket but the deep breathe - the deep breathe he took when leaving the cabin, an old tradition she wishes to experience, in memory of her grandfather; another link would be putting on the jacket - the zip up is finally closing herself in and emerging herself in her grandfathers footsteps. The narrative is sound driven, without any talking we share the journey she experiences. Originally a short narrative story was going to be chosen, but I felt it was more effective to the listener and helped link the story with the young girl from the short film.
ID: #8054
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