After previously researching into colour grading technicques and artists in Component 2 such as Wes Anderson and techniques used within films such as The Wizard of Oz, I decided to have a go myself. I initially decided to utilise and recreate the Technicolour colour grading as it was utilised during the early to mid 90s, and would utimately refer back to the retro futurist influence upon my project. To begin with, I utilised images taken of fruit from my home and then also used an image of Aila Sheen, my Ai influencer.
To create the specific colour grade, I developed my skills learnt through Premier Pro where as I was able to achieve that bright, neon and almost unatural aesthetic that is Technicolour. Once I finished this, I then imported my images onot the timeline which provided me with the images shown.
Overall, I was very happy with the colour grade I managed to achieve as it still looks realistic but has a resemblence of a true technicolour colour grade. To develop this aspect further, when it comes to creating and developing my videos, I aim to transition and blend between a Sepia colour grade ( black and white) into the technicolour colour grade I’ve created.
During this aspect of development, I also trialled adding additional layers such as as film grain ( bottom left image), however, for my project I have decided against this element as I felt it didnt reflect the futuristic aspect of what a video would look like within 2030.
Moodboard 1& 2:
Before I began creating my storyboards I wanted to create a visual moodboard for each video in order to makesure I colour encapsulate every aspect I wanted to within the moodboard.
The moodboards featured pose ideas, locations etc
Storyboards:
To create my storyboards I used the website Millanote in order to capture them visually and create a direct plan for each shot.
Initially, I began by creating a concept board, that featured key shots/concepts for each video, underneath featuring goals for each video ie UGC and virality.
Within this section I also created a checklist for the day of the shoot for things like accesories etc.
From this, I produced 5 shots for each video to provide me with am insightful idea and exact shots to capture when shooting each video ie switching between ASMR fruit shots into fruit in a clothing accessory etc.
Overall, these storyboards aimed to be very successful as I utilised them as a checklist for ecah video and allowed me to keep track of where I was up to with production. If I was to develop thses further, I potentially wouldve incorporated styling checlists, timelines etc into the initial concept board.
Campaign video 1
Styling:
Initially, i collected research into fashion trends for 2030, specifically teenagers, as that is the age Gen alpha will be during that year.
Eco-friendly,cultural influences, resuragance of past trends, minimalism and maximilism and finally personalised experiences. ( this research also links to styling choices for Campaign 2 which is discussed further on)
From this research, I decided for the model her clothing should be neutral colours (mimimalism) as when paired withaccessories in fruit, that should be the focus ( maximalism)
I chose the straw bag, as i thought it would represenent the eco-friednly element, and for the black heeled boot, was chosen from the prediction of the resuragance of previous trends such as y2k and the 90s.
Trial Shots -Styling & Colour Grading-
When It came to the shoot for my first campaign video, i wanted to make it similar to an ‘asmr’ video to really focus on the fruit element within my project. However, if i was to just utilise fruit by itself for the video i though it would lose interest from the audience.
From this i then decided to conduct research into virality from varied brands ( discussed later within the reflection diary). This is how i came up with the idea to introduce the concept of placing fruit within fashion accessories i already had. this would demonstrate to the audience the link between fruit and fashion for the app but with the hopes of increasing virality by doing somehting other brands havent done such as carrying fruit in shoes, yet using the shoes as if it was a handbag.
Colour Grading: I utilised the same technicques i previously used for the initial experimentation for technicoloour colour grading. I thought the images of the fruit ( shown above) were particularly strong and highlight that almost fake, un-natural feeling to the video.
Development of campaign video 1
concept behind the video:
in the early development stages of creating a video for my final project i wanted create 2 videos that would advertise both sides to fruiture, 1) an element of change within fast fashion 2) how easy it can be used by gen alpha. during this decision and after conducting previous research for this video i decided to create an almost ‘asmr’ like video utilising fruit ( the key component within the brand), intertwined with unusual acts such as the model holding a shoe as a handbag with fruit in to increase enagagement. ultimatly for my first campaign video i wanted it to hook the traget audiene and create anticipation, whilst also encapsulating the core of fruiture.
SWOT ANALYSIS:
strength: the video is aesthetically strong and achieved all the goals made on the original concept board. the video isnt really long meaning it is effective for gen alphas short attention span.
Weaknesses: potentially some elements of the video such as text and transitions could be made more cinematic, however, this would come with more practice and more equipment. opportunities: could be introduced into more social media platform s and if the app were to develop a website could also become linked to e-commerce
Threats: potnetially seen as an unreliable app due to a potnetial lack of a cinematic feel.
process of creating the video:
• after initially creating moodboards and storyboards, i began by creating the primary content that would feature in the video on one of our content days, during this day, i gathered as much content as possible such as varied angles of fruit from squeezing to forming towers, aswell as asking ellie to model ‘fruit accessories’ that i would interweave into my video.
• the next stage of development for the video involved additional content such as the first scene which features chatgpt. intitially, it was first showcased on a laptop screen then transitioning into the video, however i then decided i wanted the ai prompt to be clearer so i moved it onto my phone. i ultimatly decided to incorporate this element to showcase the significance of ai within fruitures app itself ( using ai to create digital fashion pieces from fruit imagery). however, as a reflection to develop this element further i also incorporated a previous futuristic background i had devloped for fruiture to make it seem as if the first shot is actually set within the app itself.
• the final stages of my video included masking which i utilised upon text and background imagery.
overall i though this element was really successful as it allowed me to incorpate continious branding which will resonate with gen alpha, and like previously stated, these concepts link back to the signifcance of futuristic and fruit aesthetics throughout the brand.
overall, i think this video was really successful in achieving its initial goals but also reaching gen alpha as its target audience through creating curiousity and anticipation and showcasing to them what the futue of fast fashion may look like for them
Development of campaign video 2
concept behind the video: for my second video i wanted to create a video that acted like user generated content and would showcase how to use the app, as well as aila sheen’s capsule collection. I wanted to showcase this idea to increase relatbaility for gen alpha ( as they would also be a user of the app) aswell as reliability ( the creater is of a similar age therefore they are portrayed as more reliable).
Process of creating the video:
• after placing all the clips onto the timeline i began by creating a technicolour adjustment layer ( the same as campaign video 1 ) to reinforce the retro-futuristic aesthetic.
• furthermore i created text and image effects as if they were holograms, rather than just static images, to make the video more entertaining but also futuristic aswell.
• For the voiceover i chose ai, followed by captions, to reinforce the concept of ai influencer ( aila sheen) and her capsule collection with fruiture that is showcased in the video. utimately, this section of the video related to gen alpha due to the significance of ai within their lives, so the mix of ai and UGC would increase engagement.
• Finally, i concluded the video with Fruiture’s logo for brand consistency.
SWOT analysis of video 2:
Strengths: utilises UGC interactive and engaging
Weaknesses: parts of the video could look more cinematic to create a more professional look for the brand .
Opportunities: room to showcase more elements of the app such as the social media as well as potentially visiting a ‘pop -up shop’
Threats: other brands may begin to play on this concpet such as roblox etc ( brands with a digital presence)
the app may potentially come across as unreliable due to some aspects being under-developed.
Brands with high
engage-
ment and understanding the how?
Sisters & seekers:
.employee generated content of ugc .casual spontaneous content + authenticity and trust + cost-effective +increased engagement +humanises the brand -inconsitent content and messaging (Obahor.brand insider)
Finalising Fruitures marketing techniques
Development of egc:
Aimee smale ( owner of odd muse0 and has created her marketing/ influecing as an extension of her own brand--- leads to community. Curiosity& connection---- familiarity---- trust---- loyalty.
(obahor)
sisters and seekers act as a successful brand with their marketing strategy by creating insider relatable content, however, one thing i will take for developing fruiture’s own marketing strategy is that not all brands should jump on every trend as it will create inconsistent branding and messaging.
Sellier knightsbridge:
after listing to the ‘fashion and founders’ podcast aswell as watching the brand from my own social media, it was clear that sellier knights bridge were increasing the virality of their videos by doing unconventional videos/ activities. In the podcast, the owner of the brand said ‘virality is the product of doing something nobody else would do’. ultimately, this researched is what sparked the idea for including the fruit in fashion acessories such as shoes and using it as a handbag for my first video.
Overall, it is clear that the brand is developing their strategy more and more everyday as just in the past year they have had over a quater of a billion views on tiktok alone.
Overall, This brand is leading the way in viral marketing and something i can learn from for developing fruitures social media and marketing brand stratagies.
What is the significance of this research?
With social influencing and trends becoming an over-saturated market, the key is increasing virality to achieve success. By researching into this element of market research it will be key to developing the brands marketing strategy to increase enagement.
Role of influence within the 1960s:
Spending psychology: this element was encourage by the invention of unique selling points to avertise. marketers also targeted young adults due to the relevance of materialism and conformity.
1960s/ retro-futuristc marketing strategies.
During this era advertising towards the role of women was key for engagement. graphics : .psychedellic art, bold, vibrant, abstract.---- hallucinatory imagery and uncoventional typography. ultimately, this reflected the freedom and experiemntation of the era.
This element of design is something i want ot experiement with further for fruiture’s marketing such as posters, ecommerce etc to reprsensent the retro-futuristic aspect.
Retro-futuristic branding: .minamilist,uncluttered, sleek, geometric shapes, contrast of bold colours/materials. . emotional attachment by evoking nostalgia and anticipation.
.visual elements of past and future ie rocketships,flying cars, geometric shapes etc.
What is the significance of this?
By understanding previous marketing strategies i will able to utilise this as a reflection of the influence of retrofuturism within my project. From previous research into 203o trends ie resuragnce of past trends, and researching into current and previous marketing strategie it will help me to develop concepts of what would apply to fruiture’s 2030 marketing strategy.
Fruiture’s teaser post
concept behind the post:
for fruiture’s instagram, i had the initial idea to create a teaser post after researching into virality in marketing. a teaser post would enable fruiture as a brand to increase anticipation and impulse, consequently increasing engagement once realeased. This marketing technique also links and attracts gen alpha as an audience due to their curiosity and desire to see more, ultimately keeping them enageged for the future reveal.
after utilising multiple different skill sets to create the first marketing piece such as photoshop and premier pro, i thought overall the piece was very successful as it captures all elements of fruiture as a brand, the colour graded fruit imagery in the background (fruit fibres), the logo in the centre and then the futuristc and neon elements within the typography to reflect the aesthetic of the brand but also their target audience( gen alpha).
So far, the reel has reached 185 views with 40.6% being non followers. for future marketing posts, i would love to increase the amount of views and increase the percentage of non followers to potentially help future engagement.
What is the future of Fruiture?
x fruiture collaberation
Coming to the end of this project, i thought it was neccessary to consider what fruiture’s future could look like. Initially, i mind-mapped ideas for brand partnerships/ collaberations that have similar values to Fruiture. overall, i chose to create mock-ups for a collaberation with stella mccartney, not have i significantly researched this brand in order to develop fruiture, but the brand also utilises fruit fibres within thier designs. for this collaberation, i thought it would be a sucessful idea to create a capsule collection with the brand in order to merge together digital fast fashion with high end.
Furthermore, i also chose to partner with london digital fashion week, this relates to fruiture as a brand due to the significant use of digital aspects within the brand, i chose for this to act as a sponsership for the brand such as banners on the runway, digital invitations etc.
lastly, fruitures 3rd and final collaberation for their future so far is with daylsford organic shop. with this collaberation i wanted to base it off the fact that visitors of the farm shop are buying into a lifestyle, not just for the weekly food shop. from this, i thought our pop-up shop could feature at this location and sell local produce, so then fruiture is then also associated with this lifestyle/ aesthetic, something that future/ older gen alpha will very likely buy into, as they also are influenced by fitting into a certain lifestyle/culture.
Stella mccartney
created within photoshop - mock up post-
er featuring a mock-up of a design
Brand partnership with London Digital Fashion Week- mock-up
Ai mock up of a collaberation pop up shop
Fashion Bible Component 3
Brand Insider - The ultimate guide for the modern brand owner
