FILM MAKING 2.0
CREATING A FASHION FILM: SUSTAINABILITY
AFTER BEING BRIEFED, OUR GROUP OF ORIGINALLY 5 QUICKLY STARTED BRAINSTORMING DIFFERENT IDEAS BUT ON THE SAME TOPIC; SUSTAINABILITY. THEREFORE WE DECIDED TO BREAK INTO 2 SEPARATE GROUPS, WITH THE CONCEPT OF CREATING PROMOTIONAL VIDEOS FOR A SUSTAINABLE CLOTHING BRAND. THE OTHER TEAM FOCused ON FOLLOWING A CONSUMER WHO THINKS THEY'RE BEING SUSTAINABLE BUT ARENT AND OUR VIDEO FOCUSed ON THE EARTH AFTER THE EFFECTS OF OUR WASTEFUL WAYS.
OUR VIDEO ENDED UP BEING MORE 'FASHION FILM' ESQUE THAN A MORE TYPICAL COMMERCIAL STYLE VIDEO, we knew this as we have since researched and found similarly shot sustainable videos such as; 'honest us' which was shot by Vinicius Bobsin for Bruno Pieters' new brand 'honest by' which includes dramatic establishing shots and close ups similar to ours. our fashion film FEATURES A MORE 'DRAMATIC' STYLE OF CUTTING AND CHOPPING CLIPS TOGETHER. the focus was of urban decay, with the clothing appearing to be there as a coincidence rather than a conscious choice o that the environment is truly captured. THE MUSIC WE USED ALSO FEATURED ON EPISODES OF BLACK MIRROR WHICH HEIGHTENED THE DYSTOPIAN GENRE OF OUR FILM, IN TERMS OF CREATING THIS FILM ALL 3 mEMBERS SHARED A ROLE OF FILMING, MODELLING AND EDITING TO ENSURE WE WERE ALL PRACTISING AND DEVELOPING OUR SKILLS.
reflecting on the video, I feel that we had a strong concept and ideas however as we had not filmed a 'fashion film' before we felt slightly out of our comfort zone and wanted to ensure that our message was put across and taken seriously which meant choice of music and editing cuts were carefully picked.
if we were to do this again i would say to plan out the video interms of styling more and to have the confidence to push boundaries.
overall i am happy that
we pushed ourselves to
explore a fashion film
as it has inspired me to be more creative in future videos and i also feel
that i gained knowledge in how to create a dramatic shot which holds the viewer's attention, whilst also including short snappy shots that break up a video and in turn make it exciting.
the song choice: Gus Dapperton: Gum, Toe and Sole
my reasoning for this was due to my past experience listening to this artist, and I felt that by using a slightly less mainstream artist, that it represented cow more than for example a well know top 40 song.
i also picked out on the lyrics 'and where do we go from here?' i chose this as a subtle hint towards the state of the planet and the amount of waste fashion creates. as cow is a vintage/ second-hand store they offer an option on 'where to go' if you feel like saying goodbye to fast fashion.
fOR THE DEVELOPMENT OF THE SUSTAINABLE VIDEO, I DECIDED TO ATTEMPT SOMETHING I HAD NOT DONE BEFORE, AS, IN workshopS WE HAVE CREATED BOTH a fashion film and a commercial style video I decided that this video would be a mixture of both, so I challenged myself to create a carefully curated video with a fashion film style, but for a commercial brand, that being; cow vintage
concept: I felt that the location fit well with the sustainability theme. I decided to shoot when the sun was setting so that progressively over the course of the video it got darker and the feeling was more 'glum' this also introduces a more solemn nod to the rapid progression towards climate change the planet is going towards.
within this video, i have used edits such as; jump cuts, reversal, fast motion aligned with conventions,
i have included these as i felt that they adhered to the early 10's diy scene and music that i feel works with cow vintage and their 'anti-aesthetic', i previously researched cow's videos, and feel that they have little video content on their website/social media and the 'WE ARE COW' video by richard manning creative only has 106 views on youtube, compared to their 40.6k followers on instagram.
overall: THE FILM WORKSHOPS THROUGHOUT THIS TERM HAVE BEEN VERY HELPFUL TO ME AS IT IS THE ONE STYLE OF WORKSHOP THAT I HAVE NEVER ATTEMPTED BEFORE PRIOR HOWEVER I FEEL THAT AT THE END OF THIS TERM I AM CAPABLE OF PUTTING TOGETHER A VIDEO AND ENSURING THAT IT REFLECTS THE END GOAL OF THE VIDEO.