Comp 3
Video Experiments
With the video experiments I wanted to create what the collaboration would look like within the Abercrombie app. I wanrted it to have the effect of scrolling through the E-comms images to the Doji AI model. I felt that having an actul human act as the AI model would be more effective and show where i feel the technology would be going with Doji, as the current AI models are static images and can sometimes not fully resemble the subject. I feel in 2030 that the tech will have advanced enough to have realistic moving AI models.
Experiment 1
for the first video experiment I created, i screen recorded scrolling throgh the images on the app and the adding myself as the AI model at the end.
I dont feel like this experiment worked for many reasons:
• you can see the screen recording symobly at the top of the page- this doesent look professional.
• the swiping through is far too quick.
• the AI model does not soomthly transition in. It overlapse the final image and doent look like part of the actual app.
• the colouring of the AI video is too blown out and doest fit with the other images
• under the AI video you cas see the scrolling af the app screen recording
• the Ai Model is not on centre
Experiment 2
With this second experiment i tried to correct many of the issues from the first:
• to correct these issue i screenshot each page and cropped it to the relevant image and left one the full app image i then cropped the AI video down to match the size of the individual images and addded a push video transition to create the effect of the swiping throgh the app.
some issues i feel that need futher attention are:
• the colour grading is still diffrent and doesnt match the Abercrombie images.
• i twould like to add the collaboration logo to the video to really feature the collaboration within the app.
Experiment 3
I beleive this final experiment really encapsulates what i wanted from this video. it feels like how you would actually be using and seeing this collaboration within the app. The swinging transitions are smooth and the colour grading of the video is a near perfect match to the original Abercrombie images. Along with adding the logo this gives the viewer a really clear vison of how this collaboration will look.
I definaley want to feature this video in my Influencer video showing how the collaboration works, I also want to feature something similar in my campaign video. this experiment has givien me the steps and formular to create these seemlessly.
Campaign video Editing Process
location scouting
Just Coffee, Chester
Using this Cafe fits with the aesthetic and image of Abercrombie. it uses natural materials and colours, reinforcing the natural beach aesthetic of Abercrombie, without being outside.
With location scouting I wanted to emulate the aestheitc and brand identity of Abercrombie. I wanted to use bright light and natural locations to give the vibe of the California Beach vibe.
Bridge Street/Chester Waterfront.
using these loications is a direct refrence to Abercrombies summer beach aesthetic. I want these locations to produce the same feeling and emotions that you feel watching an Abercrombie campaign. I feel like these locations truly achive that feeling
finalised story board
Scene 1: loaction: cafe
shot 1: entering cafe.
shot 2: scrolling phone (wide shot)
shot 3: scrolling phone (over the shoulder)
shot 4: scrolling phone (POV)
Scene 2: E-comms Shoot
loaction: App
shot 1: Abercrombie shorts
shot 2: model walks in look 1
shot 3: flicks through looks
shot 4: walks out in final look.
Scene 3: Lifestyle Campaign loaction: exterior
shot 1: model in final outfit from previous shot- leaning on a wall shot 2: model walks past camera shot 3: model walks into frame in 2nd look
shot 4: model leaning over wall shot 5; model walks down path (ariel shot)
I think this is a reallly cohesive storyboard, it perfectly combiens the two campiagn styles of Abercrombie and Doji. I have change from the initial concept of shooting thje opening scene outdooors as it was too reliant on weather conditions, and at the time of shooting the weather was unpredictible.
Scene 3: end title card voice over: Abercrombie x Doji, Coming 2030. Our Fit, Your Style.
Music Choice/ Direction
1. Indie-Folk for Urban Solitude (Soft Masculinity)
Mood: Morning light through café windows, introspective but optimistic.
Reference Artists:
Hozier – “Like Real People Do”
Ben Howard – “Old Pine”
Novo Amor – “Anchor”
Mt. Joy – “Sheep”
Use Case: Perfect for Scene 1 + Scene 3. The guitar tones and steady pacing help connect the digital and real world moments while keeping it grounded.
2. Chill Alt-Pop / R&B Hybrids (Stylish, Understated Confidence)
Mood: Gen Z minimalism meets Abercrombie polish.
Reference Artists:
Rhye – “Open”
Daniel Caesar – “Best Part” (instrumental feel)
Omar Apollo – “Evergreen”
Frank Ocean – “Pink + White”
Use Case: Scene 2 (Avatar moment) or selfie/hashtag ending. Smooth vocals, clean production — ideal for the stylish realism of the café to digital transition.
3. Lo-Fi Indie Hip-Hop (City Ease, Soft Tech Vibe)
Mood: Thoughtful, rhythmic, relaxed. Feels like he’s in his own world.
Reference Artists:
Tomppabeats – “You and Me”
Jinsang – “affection”
Idealism – “both of us”
eevee – “unexpected”
Use Case: For subtle energy and beat-driven transitions — especially great with app UI overlays or avatar motion loops.
4. Cinematic Acoustic Builds (Narrative + Emotion Arc)
Mood: Elevates the 20s ad to feel like a film short. Strong final impression.
Reference Artists:
Sleeping At Last – “Saturn” (instrumental version)
SYML – “Everything”
Dustin Tebbutt – “Bones”
Aquilo – “Silhouette”
Use Case: Scene 3 to Scene 4, where the IRL crossover happens. Adds emotional resonance and makes the “Looks Like Me” moment feel meaningful, not gimmicky.
5. Understated Electro Pop (Doji DNA)
Mood: Clean, airy, modern. Feels quietly futuristic.
Reference Artists:
Cautious Clay – “Cold War”
HONNE – “Day 1”
Roosevelt – “Montreal”
M83 – “Midnight City” (stripped back)
Use Case: For giving the tech element a quiet pulse. Ideal for avatar transitions, or UI mockup scenes.
After looking into music and fair use policy, I have decided that, although the music I have looked at is the right energy, it will be best to look into royalty free music with free and easy access on Youtube. I want to use this kind of music as if this was to be more wildly distributed it would be easier for it to be accsessed without the threat of copyright infringement.
Royalty Free Music Choice/ Direction
1. Indie-Folk Warmth (Soft Masculinity, Cozy Café Vibe)
Track: “Campfire Song” – Chris Haugen
Listen on YouTube
Gentle fingerpicked guitar. Feels personal, grounded, and warm.
Use for: Scene 1 (opening shot, sipping coffee), or Scene 3 (mirror match cut).
Track: “Sunset Dream” – Cheel
Listen on YouTube
Earthy with a soft loop and modern indie-folk energy.
Use for: Café transitions or IRL crossover.
2. Lo-Fi Chill (Modern, Café Ambience + Tech Aesthetic)
Track: “By the Pool” – LAKEY INSPIRED
Listen on YouTube
Smooth, low-key beat with a lo-fi vibe.
Use for: Avatar reveal (Scene 2) or UI transition moment.
Track: “Chill Day” – LAKEY INSPIRED
Listen on YouTube
A clean, popular lo-fi instrumental — upbeat enough for TikTok pacing. Use for: Full-length video loop.
3. Bedroom Pop / R&B Crossover (Warm, Stylish, Gen Z)
Track: “Sunday Rain” – Cheel
Listen on YouTube
Dreamy textures with a mellow pace.
Use for: Scene 4 — selfie + #LooksLikeMeAF moment.
Track: “Good Times” – Patrick Patrikios
Listen on YouTube
Has a cool indie-pop/R&B vibe — stylish but chill.
Use for: Avatar transitions or ambient storytelling beats.
4. Cinematic Light Builds (Emotional, Polished, Uplifting)
Track: “Golden Hour” – Pecan Pie
Listen on YouTube
Dreamy cinematic folk pop with subtle lift.
Use for: Transition into the IRL outfit moment or final scene.
Track: “Spring Thaw” – Asher Fulero
Listen on YouTube
Atmospheric piano with storytelling energy.
Use for: Brand tagline + voiceover ending.
After listening to this royalty free tracks and trying to match the vibe and aesthetic of Abercrombie, but looking forward to represent a new modern collaboration, i havee decided to go with “Sunset Dream” by Cheel. this track perfectly encapsulates the the energy and future modernity, whilst still being true to the Abercrombie brand.
finalised model
Name: Destiny Omoruyi
Height: 6’ 1”
Shirt Size: M
Waist: 32”
Leg: 32/34
Shoe Size: 10
I chose to use Destiny as my model as I feel that he fits with the style of the Abercrombie brand. Abercrombie have started a more inclusive casting programme with their recent campaigns and I feel like Destiny has the right look and feel for the brand.
finalised styling
I had originally intended on using my Fall 2030 forecast as inspiration however, with sourcing styling pieces I found it easier to style for summer 2030. using the moodboard from the overall 2030 forecast and the Summer 2030.
I feel like this styling perfectly encapsulates this forecast bringing in the aesthetic, prints and Americana of the original forecast. Along with the forescast i feel like this styling alsomperfectly marries with the style of Abercrombie, by utlising basics mixed with prints and layering it reflects where the brand started, where it is currently at and where it will go in the future.
Stills from studio shoot
With the lighting for the studio shots I used 4 lights. I focused 1 soley on the backdrop to illuminate it and eliminate shadows. the other 3 lights were placed at either front corner of the drop and behind the camera. allowing for a clean even light for the E-comms style shoot.
I think this ighting is ideal for an E-comms inspired shoot as it perfectly lights and highlights the outfit and model and perfectly portays the clothing.
stills from location
With my location shoots I wanted to keep the same aesthetic as Abercrombies summer lifestyle campaigns. I kept the model quiet central and framned within the top third of the shot, allowing for a more comercial looking shoot. I also wanted the backgrounds to be quite neutral and natural, again linking to the style and aesthetic of Abercrombies liffestyle campaigns.
I think these shots really work for the story and visual narrative i am trying to project with this campaign. I think that although not based in California or in the USA i have caputed the same feeling with the locations available to me.
intiial editing process- colour gradiding/correctiong
I did the initial colour grading on the in app iphone settings, with the following settings:
Exposure +50
Highlights -10
Shadows +15
Contrast +24
Brightness +6
Blackpoint +6
Saturation +25
Vibrancy +6
Warmth -10
Tint -12
Sharpness +13
Crop 5:7
these settings allowed me to get a true white background and well definded model to then colour grade within premier pro and also allowed me to crop the video to the correct framing to match the image sizing on the Abercrombie app to allow a seemles visual transition from the app visuals to the studio shoot.
intiial editing process- colour gradiding/correctiong
With the colour grading within premier pro I needed to match the tones of the abercrombie E-comms images. After the initial colour grading and editing done on the i phone to give me a clean and neutral white background I made small adustments to highlights, whites and shadows allowing for a perfect match to the smooth grey tone by Abercrombie.
intiial editing process- colour gradiding/correctiong
When colour grading the lifstyle campign shoot i wanted it to have a warm and summery feel. i wanted it to have that same california colour pallet as previous Abercrombie campaigns. for this I increased the warmth ans the saturation, along with the exposure and higlights, whilst reducing the contrast, shadows and whites. to me this gives it that perfect golden hour, mid summer sun feeling, perfectly encapsulating the vibe for this campaingn
intiial editing process- colour gradiding/correctiong
video editing process- sequencing. AI model
For the sequencing of the AI model scene i wanted it to feel more campaign style rather than the actual user interface. I looked at how Doji advertise in their campaign footage and they flick through outhfits quickly to show range. I wanted to take inspiration from this so i decided to have my model stand in the same position and have his outfit change. when i first did this i had the looks in a non specific order I liked the effect, however, after editing the full campaing together i felt it was better to have the fianl look the AI model wears be the same look as the first one seen in the lifestyle shots, this allows a smother flow and transition between shots.
video editing process- sequencing. Full Campaign
when editiong the whole campign together I wanted the narrative to be cohesive. I originally edited the cafe sequence to show the model entering the cafe, buying a cofffee, sitting in the seat and scrolling through the phone. although this clearly told the narrative of the campaing, it made the scene too long and drawn out. I removed the surplace clips (buying coffee, walking up stairs, sitting down) as the viewer doent need the exposition forthe campaign. similarly with the lifestyle shoot I shortend some shots as to not make the clips drag and to keep the audiences attention.
video editing process- sound mixing/music.
i wanted to keep some of the natural sounds from the cafe at the beginig to give the the vibe and atmosphere of a cafe. I decided to keep the original audio from the clips in the video as it included this like steps and ambient sound that would have nbeendifficult and unatural to put in later. I also wanted the music to fade up so it would gradually become noticable. I also wanted to lean into the repetative nature of the music by having important moments , like the outfit changes and the transition into the lifestyle shoot, happen on the repetative down beat. this keeps the viewer engaged and keeps the attention of a Gen A audience.
influencer video editing process
Final Influencers
McKenna Crisp:
Alix Earle:
One of the original influencers I looked into. I feel like her content and style really fit with this campaign. I also feel that her being an older creator gives her the authenticity to connect with gen alpha as this brand and style was originally popular when she was their age.
Kalegores Sisters:
Second of the original influencers i looked into. i think their look, style and brand would fit well with the brand and are younger Gen Z so closer in age to the target audience of the older gen A.
I chose Mckenna as a new influencer, he recently launched his new relationship with his boyfriend Dom, from this he has seen an increase in interactions and followers. Mckenna is primarily known for his gym and travel content, however is now branching into get ready with me style videos. he is currently a Gymshark partner but i think this one off abercrombie collaboration would fit his brand and Abercrombies.
influencer script
“Abercrombie has just changed the game of online shopping forever. They have collaborated with Doji, the brand new AI fitting room, this allows you to try on the clothes before they even arrive on your doorstep. All you have to do is take a picture of your face and side profile and two full body shots and Doji will create your very own AI avatar. This is then uploaded to the abercrombie app and allows you to see the clothes on you before you even buy them. This cuts down on the Co2 emissions produced by fast fashion, by allowing you to know what the clothes will look like before you buy them.”
With this script i wanted to keep it short and light-hearted yet informative, alowing the audience to understand and see how the app and the collaboration works. By using the hook at the begining of the video it stops the viewer from scrolling on as they want to know about the “game changing” technology. i think this is a perfect example scrtipt to optimise viewer engagement and promote the A&Future launch
styling for influencer video.
E-comms/AI model:
with this being styling for the E-comms side of the shoot, I want it to be kept simple and on brand for Abercrombie. I paired the jeans (base of the styling) with a simple brown Zara t-shit that looks like it could easily be part of the Abercrombie line.
Influencer:
For the influencer styling, i wanted it to have a bit more personality. the influencers picked for the collaboration were picked not only for their style but their personality. I wanted to style and feature predominatly Abercrombie clothing , as that is what would be required of the influencers
video editing process- colour grading
with the colour grading on this video i used the same initial settings as the campaign video however to give it a more realistic feeling I slightly desaturated the AI model video to represent how it would look on the actual app.
video editing process- sequencing
With this portion of the influencer video I want it too look like the actual app interface- less flashy than the campaign video. truer to what the use might actually see when using the app. I used the push video transition to give the effect of swiping through the images on the app to reveal the AI Model.
Final Responce
Final campaign video stills
• Strong Brand Identity
• Clear narrative and campaign story
• Intersting and exciting shots in the lifestyle shoot - keeps the audience engaged.
• Easily replicated for many diffrent models- male/female, race, size inclusivity, giving a wider audience apeal.
• can be promoted across all types of socail platfomrs
• can easily be placed on the website and still convey the narrative
• Could have shot outdoor shots in better weather- should of had a plan for bad weather for this portion.
• Although the colour grading on the lifestyle shots is nice it may look a bit too orange and warm.
Weakenss Opportunities Threats
• the lifestyle portion may look similar to current Abercrombie shoots.
• the technology may not advance enough in 5 years for this collaboration to take place.
final influencer video
• clear messaging
• nice contrast between the E-comms styled look and the more personal styled look
• good opening hook line
• nice transition to the app interface
• Bit of a generic style vide
• bit long for an attention keeping video
Weakenss Opportunities Threats
• easily followed and replecated.
• allows influencers to show their own personal style as well as the brands
• at current length people may nit stay for the full message .
final response
I am really proud of this collaboration and campaign. i feel like it targets Gen Alpha becuse it is the look back to the classic abercrombie style that gen alpha are starting to lean into more. by collaborating with Doji and using AI its also feeding Gen Alphas need for tech and Personalistion. With the influencer video i feel like it follows the current trend of de influing and not being flashy with the video, it uses relatible senarions like jeans not fitting and addresses them. As the campaign is based for release in 2030 I wanted to use technology that was already in its infancy and readily available being the Doji app. This collaboration I feel could revolutionise the way online shopping is done as you can see what you are buying on your body before you buy it as online shopping is becoming the new norm. I think this technology will be rolled out amongst brands in the near future.