The Execution Stage | Lets Dance!

After completing the first three stages of the FCP process, the most recent brief we have been set is the final step. The execution stage is the finalised outcome of all of the ideas that 

What we have to do:

Your team will be allocated a CREATIVE CONCEPT taken from existing editorial shoot from the Vogue Archive

You will visually analyse a Creative Concept and research the original shoot.

You will generate 5 words to inform the look of your photoshoot. These words will in turn reveal your interpretation of this Creative concept.

You will produce a series of edited photographs

The creative concept that my group was given was a series of editorial images that my group was given were shot by Corrine Day titled 'Lets Dance' featured in British Vogue 2004 and the fashion accessory that we were given was makeup.

The Creative Concept Brief pt 2 | Tyrell's Bycle Helmets

The next topic we are learning about is the creative concept stage of the FCP process, and we were given a brief so that we could show how well we understood the information we were being taught. The creative concept stage of the FCP process is the creative interpretation of the Big Idea from visual referencing. Throughout this stage, we will learn how to develop the skills in visual analysis and visual creation in more depth than what we have learnt from the previous briefs and stages. 

For the creative concept brief, the project was split into 2 tasks: 1 individual and 1 group. The individual task was to an individual written visual analysis of a fashion photograph which meant that we had to annotate, illustrate and reference. The point of this task was to help to increase our confidence and ability to analyse fashion images. I have written about this task in a previous blog post (here is the link:      ).

For the 2nd task, which was the group task, we had to create 3 mood boards communicating the creative concept of a collaboration between a well-known brand and an everyday product. This particular task required us to communicate what we learnt from the individual task that we created such as analysing skills, by analysing a brand and product as well as collecting and interpreting visual ideas and creating our own creative concept ideas. In this task we were advised to explore colour, shape and pattern and how these linked to the brand and product that we were given. Also the typeface and narrative and tone of voice was an important part of this task as it will influence the way in which a collaboration between the brand and product will look like. 

'Mirror, Mirror' - Paolo Roversi 2016

This week we were given our first independent brief, and to say the least I was more than excited. The brief was a visual analysis task and we were each given an image to analyse. The criteria of the task was to: 

Your task is to create a 750 word (+ or – 10%) visual analysis of one image. The document will contain references and illustrations as well.

You will deconstruct the image, analyse the visuals and interpret what you can see.

You can incorporate academic theory on decoding images and advertising, the basics of semiotics (the sign, connotation and denotation, context, the gaze), discuss any cultural references (links, connections, influences), and bring your own interpretations.

The image I was given was a picture taken by Paolo Roversi in 2016 as a part of a promotional shoot for Dior's SS 16 collection to put into their magazine. At a first glance, I was unhappy with my image as I thought that it would be extremely hard to analyse as it looked quite simple and uninteresting. However, after we completed various exersizes in the seminar I became more optimistic as I saw elements from the image that could be symbolic and have meaning behind them. 

Big Ideas Brief | My Campaign

For out second brief, we focused on Big Ideas and ethical issues within fashion. The itinerary for this brief was to:

Develop an idea that raises awareness of the environmental and ethical problems caused by the global fashion industry that suitable for NTU students. 

With this information in mind, I began my research. 

Secondary research

One  article I found from www.campaignlive.co.uk said that  “Social media marketing has been top of mind for brands targeting 18-24s. Brands have learned the importance of transparency, relevance and shared conversation versus traditional push approaches. We know young people are big users of social media - 97% in our recent survey use Facebook and 45% are on Twitter.” Being a student myself, I am an avid user of social media and I think that brands that use this platform to promote their brand/campaign is effective because it allows consumers to be able to interact with their favourite brands. 

Big Ideas Brief | The True Cost

'The True Cost' poster

Yesterday, we were introduced to our new topic for the next few weeks which is all to do with 'Big Ideas'. To ease us into the subject and help us to gain more of an understanding about what we are going to be covering, we watched a documentary called "The True Cost". 

The True Cost was a documentary made to make consumers aware of who really makes the clothes we wear as well as who really has to pay the price. It focuses on fast fashion and the reasons why they are able to price their clothing at ridiculously low rates.