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When deciding on the model for the video, initially the idea was to have two models. However, after asking my friends if they wanted to be involved many didn't feel too comfortable being behind the camera so I decided I would do it. This was also practical as it meant if anything had to be re-shot I could do it without having to check and plan it with someone else.

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My promotional video is an advertisement for a made-up female-owned Australian sustainable fashion label. It will be encouraging the audience to purchase the products of said store and support Australian female-owned businesses as well as promoting for more sustainable fashion. This will be done through a 30-second video advertisement.

The video will start with clips of nature, shot from the location of the rest of the video. These shots will include a lot of nature to establish that as a strong theme for the video as well as creating locational context, shots with Adelaide in the background to create a link between the video, brand, and clothes to being local to Adelaide. The music (slow, upbeat guitar) won't start playing until ... second in order to be legal for television ads and create interest early on. The music will begin to fade out towards the end.

The rest of the video will include a montage of clips varying from two locations, Mount Osmond and Botanic Park. For each location, a different outfit is worn to create interest and become more dynamic. Both outfits include a cotton dress, bag, and jewelry. These shots will differ from close-ups to wide shots to more clips of nature from both locations.

At the end of the video, the logo (the brand's name - slow in danish) will appear on the screen over a blurred shot of the model with the lag line appearing shortly after saying 'you are what you wear, so wear sustainable'.

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The two locations chosen for the filming of the video were Mount Osmond and Botanic Park. Both are beautiful landscapes that would work very nicely with the video concept. The two are also different enough that it contrasts the other and creates more visually appealing and dynamic shots.

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Leading up to the production of filming, it was decided that the video would be filmed portrait (9:16. 1:1). This is as most fashion videos, as seen by the linked examples below, follow this style and video construct. It also means the video would be better suited to social media news feeds which is where it would most predominately be targeted towards and therefore, be where the video would be seen and shared by the target demographic. It was also decided that there would be no voice-over as fashion advertisements very rarely include dialogue, and instead relies on the clothes and video to speak for themselves.

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Street style inspiration from Copenhagen Fashion Week spring/summer 2020

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A lesson in summer dressing from the Scandi set at Copenhagen Fashion Week, as captured by Vogue street style photographer Søren Jepsen.

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The style of the video and outfits was inspired by Denmark fashion, particularly Copenhagen Fashion Week. I found a vogue article that really cemented this as the inspiration as it was the style that I wanted to encapsulate in my own video and brand.

The original name idea for this sustainable fashion brand was Russell. However, after asking people my own age and of the target demographic such as friends and family, I decided to change it as many didn't like the name.

I wanted the name to represent the brand well, something rememberable which encompasses the mission. Then came the idea of slow in danish. This presents the brand and mission well, incorporating the inspiration of Copenhagen and sustainability, slow being the opposite of fast fashion.

slow in danish.
you are what you wear, so wear sustainable.

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As my last entry, I wanted to quickly reflect on the process and the final outcome. I am really excited to start working on the video as I feel I have a clear direction and idea of what I want it to be. I am excited to cement a name and logo for the brand with all the ideas and research I did in week five in regards to font and typography. I know it will be a name logo very similar to the ones below; black, simple, timeless. I am also excited to explore the colour scheme through the visuals of location and potentially the garments and accessories worn.

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This mind map explores the varying perspectives of my chosen topic of sustainable fashion. This was part of week four's exploration and helped me to target in on a specific aspect of this topic. It helped me to decided and explore one singular brand instead of the wider message.

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All images sourced from Pinterest
https://www.pinterest.com.au/maceywood2/promotional-video/

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Female

Age between 18-35

Has disposable income

Casual or full time employment

Interest in fashion

Interest/passion for sustainable passion

Present on social media and the internet

Cares for the aesthetics

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My promotional video will be an advertisement for a made-up female-owned Australian sustainable fashion label. It will be encouraging the audience to purchase the products of said store and support Australian female-owned businesses as well as promoting for more sustainable fashion. This will be done through a 30-second video advertisement.

The video will start with a building focus (soft blur to being in focus) into the first shot. The whole video will act as a montage of shots of the models in the brand's outfits in varying natural locations. The shots will vary from wide shots to close-ups of the models as well as the clothes and accessories being promoted.

The music overlapping the video won't begin to play until after the soft focusing shot to help build suspense and create interest. The silence will also help to grab the attention of the audience as advertisements on tv or social media rarely use no sound. The music will be soft yet playful to help build positive emotions which feel cohesive to the overall video's style and aesthetic.

At the end of the video, the logo (the brand's name) will appear on the screen over a shot of the clothes along with a voice-over saying 'You are what you wear, so wear something you feel good about. Wear (brands name)'.

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This week was a no teaching week due to the Easter long weekend, however, I worked through the visual design content at home. This week I was able to really start to visualise the end product of the video. Going on from last week, I decided upon promoting a single brand and creating an advertisement for them. I felt as if I could better portray the intent of the task by creating an ad for a sustainable fashion brand rather than the message of supporting initiatives as such. I also decided on promoting and creating a made-up brand for the task.

tone
I feel as if the best result of the video is to portray the clothes as desirable. This video will be targeting 18-35-year-olds who have disposable income. They are consumers who already spend a lot on clothes, so creating a video that highlights the sustainable brand and makes the clothes look appealing is the key. Soft warm lighting will be preferable to create this feeling along with natural earthy colours and nature itself. Below are some images which I am using as inspiration for what I want the video to look like. These elements will help set the tone of simplistic glamour.

fonts & typography
As for fonts and typography, I want to create a strong, credible and elegant feel for the brand. The only text which will appear on screen for my promotion video will be at the end of the video with the brand's logo and possible the use of their tagline. I want to create a strong sense of brand which feels logical for the type and message behind the store I am promoting. After working through this week's practical notes and reading the sources, I know how much the fonts can affect the tone and emotion of the piece. For this particular video, I don't think a super unique font will work and will be better off with a simpler font which is classic and timely. Below are also some pictures of brand's fonts I like and will take inspiration from.

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Shop UP TO 25% OFF online now. Limited time only.

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Dissh
https://www.facebook.com/dissh/videos/shop-aw21-now-with-15-off-full-price-this-thursday-saturday/881346432713784/?__so__=permalink&__rv__=related_videos
https://www.facebook.com/dissh/videos/1493622821025420/?__so__=permalink&__rv__=related_videos
https://www.facebook.com/dissh/videos/246630850314041/
The three videos above are promotion videos from the Australian brand Dissh. These videos are definitely an inspiration for my own promotional video. I feel as if they encompass the simplistic aesthetic which I wish to use for my own video. I feel as this aesthetic aligns with the message and ultimately the brand I will be promoting which is supporting sustainable fashion. I also feel as if it will also be an effective strategy in grabbing the attention of the target audience, females from the ages of 18-35, as this is a style that is commonly used by brands with similar audiences.

Glamour
https://www.youtube.com/watch?v=sNlWakWKWb4
This particular promotional video by the magazine Glamour is an inspiration for the setting and locations of my promotional video. As I am making a video for an Australian sustainable fashion label, I think shooting in local nature would benefit the feel as well as creating a link between the clothes to nature. It is all about reinforcing the message of looking after the environment and I think a video shot in padlocks or on top of a hill would be perfect to do so.

MOJEH
https://www.youtube.com/watch?v=TKb_V8PrRf4
This video, similar to the Glamour one, is an inspiration for location. I feel as if this is a style in itself and find many fashion labels shoot promotional videos out in nature. I really like some of the shots in this video, however, I feel as if this overall style of this one is something I won’t use in my video. It is a little more techno than what I am trying to achieve in mine which is a simplistic incorporation of nature and fashion. I do like how all three videos have their logo on screen within the first 5 seconds over a shot, however, I think it may work better for a promotion ad to place this at the end.

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This week we started to work through HTML and coding for our websites. I found it a difficult thing to immediately get my head around, however, the activities in class and being able to use it and play around with the software helped.

I am excited to get to work on it more as I feel it will be a skill that will be highly useful in the future. I also feel as if it is a certain skill that the only way to get better is to continually work on it and play with it to see what works and what doesn't.

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What is the message you wish to promote in your video?

Supporting sustainable fashion brands through a focus on local female owned business. However, over the last couple of weeks and divergent thinking activities, I think I would love to focus on one local female owned sustainable fashion brand. I like the idea of promoting one specific brand all whist working in and promoting the message of supporting local female owned businesses.

How is your video ‘creative’ and different to those that already exist? (are you taking a new approach? Focusing on a new perspective? Targeting a new audience?)

My video will be different to others due to the focus of the message on one specific brand. Instead of creating a promotion video targeting the message itself, I will do this through the focus and perspective one one specific Adelaide female owned sustainable fashion brand. As for the presentation of the video, I am not sure exactly what I will do creatively to make sure it stands out and is different to those that already exist. Although a massive thing to think about in the creation of this promotional video for the brand will be to make sure that it aligns with the brand itself. I am going to have to make sure the feel of the video, the aesthetic and the message feels personally tailored to the brand I chose to promote.

Attention, Interest, Desire, Action.

Attention: I think the best way to target the attention of my target audience will be to use positive emotions as they will be more receptive to the message. I feel as this is a subject matter that I can't attack or shame people for doing the opposite as this risks the audience becoming defensive and choosing to block the ad out.

Interest: I feel the style of the video will also help to grab their attention and create an interest in the product and the message. This target audience is interested in the aesthetic of products and the videos presentation, therefore, it will be important that I capture this in the video, make it Pinterest worthy if you wish.

Desire: Creating a fun and playful tone which makes the message and product seem desirable and attractive will most likely be the most effective. 'You are what you wear, so wear something cool, wear ...'. This creates a strong message with a playful tone that also creates an action statement, buy from this brand and feel good about your purchase.

Action: The call to action for this video will be to buy the clothes of the brand.

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who do you think the target market/audience is for the promotional video?
target market:

females

aged between 18-35

have disposable income

passionate about sustainability

preferably has residency in Australia

other attributes about target demographic:

already has an interest in local brands and products

most likely already supporting local businesses

most likely actively involved in the lifestyle choices surrounding sustainability

present on social media as video will be targeted as a social media promotional video

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The importance of supporting and purchasing products from local female-owned sustainable fashion brands.

initial ideas of summary statement:
Support showcases of local small female-owned sustainable fashion businesses through the purchases of products.

Support local small female-owned sustainable fashion businesses through the purchases of products.

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Source one
Going green: women entrepreneurs and the environment
Braun, P, 2010, ‘Going green: women entrepreneurs and the environment’, International Journal of Gender and Entrepreneurship, vol. 2, no. 3, viewed 18 March 2021, <https://www.emerald.com/insight/content/doi/10.1108/17566261011079233/full/html>.

This particular study was highly relevant to look at as it relates to my focus of Australian women and their thoughts and attitudes on the environment. Although this study didn’t look directly at sustainable fashion, it is still relevant as it did explore their attitudes on green issues which relates closely to sustainability. However, although it was an Australia study the date of publication (2010) may make it less relevant than a more recent paper, though the findings are still of interest to me and helped develop my understanding of Australian female entrepreneur attitudes towards the environment.

The purpose of this paper and study was to ‘explore whether women entrepreneurs may be more engaged with green issues than their male counterparts.'

The study found that ‘participating women had stronger environmental attitudes and commitment to the green entrepreneurship program than males.’

This study suggests that ‘women entrepreneurs may be more engaged in green issues than male entrepreneurs.’

Source two
Understanding fashion consumers’ attitude and behavioural intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types

Kong, HM, Ko, E, Chae, H & Mattila P, 2016, ‘Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types’, Journal of Global Fashion Marketing, vol, 7, no. 2, pp. 103-119, viewed 20 March 2021, <https://www.tandfonline.com/doi/full/10.1080/20932685.2015.1131435>.

This source was relevant to look at it explores consumers’ attitude and behavioural intention toward sustainable fashion products. It was interesting to explore how different types of knowledge and sources impacts consumers attitude towards different brands and companies. This papers publication date makes it a relevant and credible source to use in mu knowledge development of the issue, however, it is important to note that it was a South Korean study. Although, this is still a highly relevant study as it is important to look at other cultures and ethnicities to make sure my understanding and knowledge is well rounded and considered non-western cultures attitudes towards the same topic.

This study ‘analyses sustainable knowledge to better understand which sources and types of knowledge are effective’ due to the ‘lack of in-depth research regarding sustainable knowledge in the fashion industry’.

The purpose of this study was to ‘examine the influence of sustainable knowledge sources on different types of sustainable knowledge and to examine the impact of these types of knowledge on sustainable consumer behaviour’.

The study suggests that ‘fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope’ as the results found that ‘fashion consumers have a positive effect on corporate marketing information and the effectiveness and social knowledge also play an important role in forming an attitude toward sustainable fashion products’.

Source three
Fostering sustainability through sourcing from small businesses: public sector perspectives

Walker, H & Preuss, L 2008, ‘Fostering sustainability through sourcing from small businesses: public sector perspectives’, Journal of Cleaner Production, vol. 16, no. 15, pp. 1600-1609, viewed 20 March 2021,

<https://www.sciencedirect.com/science/article/abs/pii/S0959652608001054>.

This source was relevant to look at as it helped me gain an understanding of the importance and benefits of supporting local. It examined the contributions and implications of the issue which helped me to broaden my thinking and knowledge of the issue. It was interesting to read and learn about the impacts of local levelled support of innovative green products and how it can help better align business (SMEs) with their surrounding communities. It is relevant to note that this was UK paper and was published in 2008. However, I still think that the information provided and findings are relevant to this task and in helping me expand my knowledge of the issue which I will be covering.
This paper examines ‘the opportunities for fostering sustainable development through public sector sourcing from small- and medium-sized enterprises (SMEs)’.

This paper examines ‘the opportunities for fostering sustainable development through public sector sourcing from small- and medium-sized enterprises (SMEs)’.

The paper states that ‘buying from small businesses can make such contributions in a variety of forms, ranging from a contribution to local economic development through providing innovative green products and services, particularly in the food sector, to helping the public sector organisation to better align its operations with its community’.

It also found that ‘sourcing from small businesses also has implications for the governance of sourcing processes and can benefit from a partnership approach. Barriers to public sector sourcing from small businesses are discussed and suggestions made on how these can be overcome’.

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discuss and report
1. What do you need to do in the first 5 second of the ad?
Set an emotion which creates an interest for the audience to keep watching, creating an emotional connection to the content. Humour and suspense are very effective in holding the attention of viewers, however, chose an emotion which is appropriate for the purpose and message.

2. Discuss different strategies for beginning your video.
personally tailored
collaborative
planned
brand placement (always linked to a product)
setting a strong emotion which creates an interest for the content
delay music

3. What do you need to do in the last 5 seconds of your video?
link to brand name and logo
helps cement brand awareness
information for call to actions

This week we were asked to start researching our message and start creating an annotated bibliography once we have chosen and summarised our message.

I enjoyed refining my ideas today as it allowed for a more focused view of the assessment and what I want to achieve with this promotional video.

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The first assignment of this course is to create a promotional video of a message or a product. Part of this assessment is to also complete a creative journal of the process of our idea generations and the progression of our efforts in creating the promotional video.

I am excited for this task as it is something that I am interested in and eager to learn more about. I am very interested in the idea of promotion and video creation. These align with my career goals, passions and aspirations as I am interested in the marketing and the advertising side of communications.

I am excited to use a new engaging forum/tool to generate and refine my ideas for this task, to eventually lead to the production of a video which hopefully is successful in promoting a product or message which I am passionate in sharing with others.

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1. video on the importance of helping small businesses

2. video promoting the importance of supporting local charities

3. promoting the idea of supporting local pop-up businesses

4. promoting female made products

5. promoting Australian female-owned businesses

6. video promoting Australian owned businesses

7. promoting the importance of supporting Australian owned businesses

8. promoting recyclable fashion

9. promoting businesses that are eco-friendly

10. promoting local businesses which support recyclable fashion

11. promoting small local business whose mission is to help the planet and other

12. promoting local small female-owned businesses supporting the aim of recyclable/sustainable fashion and trends

13. creating awareness of why fast fashion is bad for the environment

14. a campaign against fast fashion

15. promoting the trend of thrifting local (Adelaide)

16. promoting Go-To Skincare

17. promoting Summer Friday's jet-lag face mask (female-owned business)

18. promoting go-to skincare

19. promoting Go-To Skincare face hero oil (Australian female-owned business)

20. promoting Go-To Skincare face moisturiser

21. promoting Go-To Skincare face cleanser

22. promoting Summer Fridays Lip Balm

23. promoting a brand and products of Aboriginal Artists

24. promoting products made and owned by Aboriginal females

25. promoting the importance of supporting Aboriginal businesses

26. promoting a charity that works with preserving Aboriginal culture in Australia

27. promoting a charity that works closely with Aboriginal communities in rural Australia

28. awareness of violence against women

29. the importance of creating equal platforms for people with disabilities

30. the importance of supporting children with disabilities in schools

31. normalising conversations around mental health in schools

32. normalising the conversation of consent in schools

33. destigmatising the normalisation of misogyny in Australian culture

34. highlighting the effects of misogyny on young women mindsets

35. benefits of supporting young females education for third world countries

36. benefits to rural communities on creating education programs for Aboriginal children

37. creating conversations of healthy relationships within schools

38. creating awareness of the importance of teaching children the idea of consent

39. promoting the work of a charity which works in supporting people with disabilities

40. promoting a charity/program which helps teach children/adolescents about consent and healthy relationships

41. promoting a program that teaches young women self-defence

42. promoting the work of charities that support victims of domestic violence

43. promoting the work of Aboriginal lead charities

44. promoting the work of charities that aim at improving living standards in rural communities around Australia

45. promoting the work of a charity which teaches children self-defence at schools

46. promoting the work of a charity which helps create education programs for small towns across South Australia

47. promoting the education department

48. what does the education department do/the goals the organisation

49. promoting the education union

50. what does the education union do/the goals of the organisation

51. promoting a range of female lead organisations/charities

52. promoting a range of charities targeting female issues

53. promoting a range of programs designed to help the education of women issues in schools

54. identifying the importance of having women present in male-dominated fields

55. identifying the work of females in the tech industry

56. promoting a fictional cafe

57. promoting the Parkside Hotel

58. promoting a small cafe launching their own coffee pods

59. promoting Hark cafe

60. promoting Hark cafe's own local coffee products

61. promoting Funky Chicken (local business)

62. promoting Nature Providore (local business)

63. promoting Cibo (a franchise exclusive to South Australia)

64. promoting Nutrition Republic Cafe

65. promoting Gang Gang (female-owned local food business)

66. promoting supporting local start-up businesses

67. promoting Bauhaus

68. promoting Bauhaus's local artists which they stock the work of

69. promoting Lousie Russell's art business (local female artist)

70. promoting Since I Met Harry (local cafe)

71. promoting local Adelaide clothes boutiques

72. promoting small Adelaide clothes brands

73. promoting small Adelaide pop-up markets

74. promoting small Adelaide jewellery businesses

75. promoting local South Australian travel

76. promoting organic interior design

77. promoting locally made furniture brands

78. promoting locally sourced and made furniture

79. promoting reusable products

80. promoting a local business that sells reusable products

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exploration of concepts for the promotional video;
- video of a message
- video of a product

initial ideas:
- promotional video of a cause
- promotional video of a charity
- promotional video of a place/venue
- promotional video of a product/thing

causes
- bullying
- importance of education
- importance of disability support and opportunity

places and venues
- promoting the parkside hotel
- promotional video for a show at the fringe

products
- skincare
- make-up
- clothes line