JODIE HARTLAND EXPOSURE – WORKING TOWARDS A CLIENT BRIEF, POST 4 EVALUATION AND FINALS

October 11, 2017by jodiehartlandExposure External ProjectsFashion: Hermes - Olivia Pomp (17/18)

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Final editorial screen-shot-2017-10-11-at-15-38-32 screen-shot-2017-10-11-at-15-38-51-1 screen-shot-2017-10-11-at-15-39-04-1 screen-shot-2017-10-11-at-15-39-30-1 Final Promo Film https://vimeo.com/237825450 Working to a client brief in a shorter amount of time than we usually get has been challenging and exciting I have enjoyed the process. During the project I liked organizing and getting a team involved, getting styling and location etc. This editorial is one of the few digital fashion series I have done. From the beginning I aimed to achieve an eye-catching set of images and a fun promo film of the shoot to go along side. Even though the initial vision developed and changed, visually I am pleased with my final outcome. My first idea was too ambitious, having four different blocked colour looks as well as the black and white images. I am glad I edited it down to two coloured looks and I allowed my stylish to see what she could find and the colours she came back with were pink and yellow, which worked in perfect coherence with the main colours of the Hermès scarf. Furthermore, when I chose the uni studio location for the shoot I limited the camera angles I could achieve, for example I couldn’t do the one from below because the ceiling couldn’t be avoided. But this also made me experiment with other poses and angles and challenge me to make sure I produce good final images under pressure ( as it would be like in the industry if anything were to go wrong on the day). On shoot day it became apparent that the colour blocking looks were working better than the grad collection for this in particular project. Though the two outfits from the grad collection looked affective in the promo film, for the editorial only one of the images made the edit. I used that one in black and white because her body is reflecting the captured movement of the Hermès scarf. Editing the coloured images was time-consuming and next time I will take that into account in my time plan. The backdrop colours were selected to match the garments and edited over the original white. The yellow was quite easy to do compared to the pink but with trail and error I think the backgrounds are striking. The black and white images are featured less in the editorial because I thought those two i used are strong and I didn’t want overplay the back and white colour palette. By juxtaposing the b&w really makes the scarf pop and that was the intention from start. With the fashion film I took inspiration from previous films I have done involving ‘vogue’ movements, I thought this translated well on film and also Charlie Engmans video work for Hermès in 2015 and the trippy and overdramatizing of the Hermès patterns. Although I would have taken more care when filming and make sure all the clips are good quality if I was to do it over again, but I think what I did with the footage I had it works well along side the editorial. Presents the feel of vibrant and playfulness I initially wanted.
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