The third stage of my summative was concepts. We had to create 3 different mood-boards; each being 3 distinct, alternative interpretations of my idea. This was actually my favourite stage of the process because I love a good mood-board. I love finding the images and creating a colour palette and figuring out how the images work best with each other on the page. Sounds a bit sad, but hey ho, we all have our quirks.
So, the idea was to create 3 different mood boards based on my idea of a video campaign called ‘Since 1969’, focussing on Hippies and Rockers.
With my first concept, I made it more grungey, with the main focus on the Rockers. I included prints from the past with a 60s wallpaper floral print in a burnt orange. Orange was the main colour on the palette, with black, grey and white. I think it showed the 60s influence from the Rockers, giving it a vintage look with the orange colour of film. The Rockers’ style fits with AllSaints’ brand image of today, so I thought that worked well together. I also began seeing my trend story ‘Prints from the Past’ more symbolically than just a literal floral print, seeing it now as a nostalgic element, where you think of a particular era due to the colours and themes involved.
In contrast, my second mood-board had a heavier focus on Hippies and Woodstock. I decided to take quite a stereotypical approach of Hippies through my image choices, such as being in fields and a lot of flowers. The reason for that was because I wanted the reference to be immediately recognisable, and hopefully as a video campaign, quite memorable. The idea was to have different shots of people enjoying the festival, with cutaways of fields and nature, embracing peace and love. I had more earthy colours involved, fitting with the colours used in the 70s.
My third concept mood-board was actually the one I decided to pick to go on to be my final outcome. It is based upon a love story between a Hippie and a Rocker, following their individual lives and days until they meet at their home, the Hippie walking, the Rocker on his motorcycle. I thought it was essential I had to include some sort of interior design in my outcome as that was the main reference on S/S 20 catwalks. They enter their home and we see a loud, floral living room, very 1969.
After choosing the look of how I would stage my video campaign, next was to visualise how it would properly look.
On to outcomes!
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