Wednesday, April 27, 2016

Feedback







Posted by at No comments:

Personal Project Proposal 1

LCC MA IVM
Terms 2&3 Expanded Practice & Personal Voice Unit
Personal Project

Initial Proposal Form
(to be completed with the following headings as a guide)

--------------------------------------------------------------------------------
Subject/Theme
(list top 3 if you are still undecided!)

10 x possible Research Questions
(to guide you through the project  — we will help you to decide on one in your tutorial)

3 x Materials, Mediums, Processes or Platforms
(that you will explore during the project)

Research Methods
(consider research models discussed last term and how they might be adopted during this project)

Possible Outcomes
(what form do you imagine the project taking?)

Methodology
(this may change during course of the project but what structure and process will you use throughout the project?)

Resources
(Experts, Archives, Technical Areas, exhibitions, visits etc.)

Bibliography
(Initial list of books, journals, on-line resources etc.)



Posted by at No comments:

WestField Project

WESTFIELD SS16 Content Brief  


DATE BRIEF ISSUED                    PROJECT NAME                                                FOCUS

3rd February                            Westfield SS16 Fashion                                                 Fashion
                                                                                                  

OWNER OF BRIEF                                 

Gemma O’Shea (Marketing Manager), Niamh Myers (Digital Marketing Manager)

WESTFIELD – WHO WE ARE

Westfield is one of the world’s leading shopping destinations, with iconic retail centres in London, New York, San Francisco and Los Angeles among its portfolio of 34 centres.

Integrating the best in fashion, food, leisure, entertainment and digital technology with the world’s leading retail brands, Westfield attracts close to 435 million customers each year and generates $17 billion in retail sales.

Westfield has two centres in London, Westfield Stratford City and Westfield London in Shepherd’s Bush.

BACKGROUND

Westfield’s SS16 fashion campaign will bring the new season’s key trends to life via the new brand proposition “Destination Westfield”; via “Destination Fashion” – “Individual Style Starts Here”.

The campaign aims to celebrate individual style while highlighting the breadth of offer at Westfield. With over 900 fashion brands from luxury to high street stores, Westfield is the ultimate fashion destination.

We are looking for new and innovative ways to talk to and engage with customers, which build awareness and enhance Westfield’s fashion authority.  

COMMUNICATIONS TARGET AUDIENCE


Creative target: 25 – 45 year olds females and males - Executive Wealth, City Sophisticates, Career Climbers, and Steady Neighbourhoods (see audience index attached).

 

KEY PROPOSITION

Individual style starts here. With everything from accessible luxury to high street
fashion under one roof, Westfield is THE Fashion destination.

TONE OF VOICE
A unique voice that expresses the Westfield brand as an inspirational enabler with fashion authority.
__________________________________________________________________________________

WHAT’S REQUIRED


We are looking for a piece of digital content that can sit on one, or many of our owned digital channels. The content should have a premium and aspirational feel and help to cement Westfield as an authority in the fashion space. Use of any mixed media, animation, stop motion or any other video disciplines is encouraged.

The content should be engaging, inspirational and sharable. Consideration should be given to how we promote the content across our owned channels.

All content must have full commercial rights and may be promoted via social media. You will be required to sign a Digital Content and Data Release Form.

CREATIVE DIRECTION

Content should be visually engaging, high end and commercial. An injection of personality is encouraged although not essential. Through our digital content, Westfield likes to dial up our personality to show a fun, intriguing and credible side to the brand. The section titled ‘Previous Fashion Content’ shows past examples.

FORMATS
The content should adhere to one or many of the below format options:

Owned Channel format options

·       Facebook Video: Any length, recommended 30-60 seconds
o   Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
o   Frames: 30 fps max.
o   Format: .mp4 container ideally with leading mov atom, no edit lists
o   Recommended aspect ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Wide-screen, no pillar boxing or letter boxing
o   Audio: Stereo AAC audio compression, 128 kbps+ preferred
o   File size: Up to 1.75 GB max.

·       Twitter Video: Max 30 seconds
o   Dimensions should be between 32x32 and 1280x1024
o   Frames: 30 fps max.
o   Format: .mp4 container ideally with leading moov atom, no edit lists
o   Aspect ratio should be between 1:3 and 3:1
o   Audio should be mono or stereo
o   File size: Up to 15 MB max.

Orientation 
Width 
Height 
Video Bitrate 
Audio Bitrate 
Landscape
1280
720
2048K
128K
Landscape
640
360
768K
64K
Landscape
320
180
256K
64K
Portrait
640
640
1024K
96K
Portrait
480
480
768K
64K
Portrait
240
240
256K
64K



·       Vines: 6 second edits, looping. (please provide multiple versions, min 4, if creating this format)
o   Max Filesize: 5MB
o   Max length: 6 seconds
o   MP4 using H.264 codec
o   Square format pixel dimension of 480px by 480px
o   Max bitrate 1200kbps
o   Audio should be 64kbps bitrate, 44.1 Khs, 2 channels, AAC.
o   An audio stream needs to be present, even if silent

·       Instagram Video:
o   Aspect ratio: 1:1
o   Video: H.264 video compression, high-profile preferred, square pixels, fixed frame rate, progressive scan
o   Format: .mp4 container ideally with leading mov atom, no edit lists
o   Audio: Stereo AAC audio compression, 128 kbps+ preferred
o   Video aspect ratio: 1.9:1 to 1:1
o   Length: 30 seconds max.
o   Minimum resolution: 600 x 315 pixels (1.9:1 landscape)/600 x 600 pixels (square)
o   File size: Up to 30MB max.
o   Frames: 30 fps max.

·       YouTube Video:
o   Aspect ratio: 16:9
o   Video: H.264 video compression, high-profile, fixed frame rate, progressive scan
o   Format: .mp4 container with leading moov atom, no edit lists
o   Audio: Stereo or Stereo + 5.1 & Sample rate 96 khz or 48 khz
o   Length: 90 seconds max.
o   Minimum resolution: 1280x720 recommended
o   File size: Up to 1GB max.



Key Considerations


  • Content must have a professional and commercial feel and be in keeping with the tone and quality of existing Westfield Fashion content.
  • Content must position Westfield London and Westfield Stratford City as iconic and credible fashion destinations.
  • No filming in centre is permitted.
  • All final pieces of content must have the relevant commercial rights (not creative commons licence). We may choose to promote your piece of content via our social channels and must have advertising rights to all models, music etc. You confirm that you do not need to obtain permission from any third party in connection with your digital content and that it is not necessary for us to obtain permission from or pay any third party in connection with the digital content.
  • Westfield has recently launched an online inspirational product site that hosts 100s of Westfield brands and enables shoppers to browse by brand, price, product type and more
  • Although the campaign concept celebrates individual style, the key SS16 trends will still be represented throughout the campaign across various platform such as the Westfield blog, on social, e-newsletter articles etc. Key trends include textured whites, 70s/bohemian, brights/colour block, floral and pattern clash 
  • Production budget is available to successful content proposals to cover expenses such as props, models, travel, music rights etc.

___________________________________________________________________________________

References:


The Westfield Blog: https://uk.westfield.com/inspiration

Previous fashion content:


 

 

TIMINGS/EXPECTATIONS


·       26th  February:            Students to submit concept, storyboard and budget proposal
·       2nd March:      Westfield to provide feedback & select up to 5 concepts for
                        budget approval
·       28th March:     Content submission
·       30th  March:    Westfield to confirm content selection





First Submission  
In the proposal I am looking for:
I want responses to the key conceptual thematic words of: 
  1. SPRING - SUMMER - FASHION - INDIVIDUALITY - ASPIRATION 
  1. You should develop your own 5 key conceptual words that define your idea in response to these and best describe the direction of your proposal and also help guide your research and development process. 
  1. Find research images that link to your conceptual keywords. Select and refine from a broad range so that you have 10 images that best represent your idea. 
  1. Produce research into moving image (film adverts etc) and animation to look at visual language, technique etc that you will draw upon to inform your response to the brief. Select and refine your moving image research to 3 references and provide links. 
  1. Produce a 100 word Synopsis that describes your idea and what it is focusing on. 
  1. Who is your intended audience? Provide an outline. 
  1. Produce some conceptual art or/and mock ups of your intended work that illustrate your idea and proposal. 
  1. A brief rational of how you are using your research to develop your film and answer the brief. 
  1. Produce an animatic that is structured with 5 key placeholder images to communicate your key ideas and the narrative arc of your idea. 
  1. A production outline and a list of any materials you may need (such as clothing for a shoot) and any costs (models etc).
Posted by at No comments:
Subscribe to: Posts (Atom)