GUCCI

SPRING SUMMER 2018 CAMPAIGN

Emma Louise Johnson – 975238
The Henley College 62441
Gucci Spring Summer 2018 Campaign
12.03.2018
High End Brand
 RATIONAL
Over the last 7 units I have learnt many key skills. In unit 1 documentary the main thing I took away from it was that research is
a really important aspect of any project. I had to learn this the hard way as we split up all our research for the whole project
into 4 parts as there was 4 people in our group but one person was continuously ill which meant one part of our project was
weaker due to a lack of research. I also learnt in unit 6 where we had to make a music video that research was important in
order to follow codes and conventions so it fits its genre. Another skill I learnt was that organisation and preparation are really
important elements of any production, if you want it to be good. In my short film i had an idea but it was our first production
so I wasn't really aware what it takes to make a realistic and good production. When we did our most recent unit which was a
music video I felt my organisation was better as I was really clear with what I wanted to achieve and what i wanted the end
product to look like so I set a day that we would all attend and told all my actors in advance where to be and when so that
everything worked well on the day. In unit 4 we did advertising. I really enjoyed this unit because we got to learn about ethos
pathos and logos and the psychological reasons of why adverts are made the way they are. I wish that this unit had been later in
the year when my editing and camera work skills were better as at the time I was beginning so my work was really poor but now
having better skills I think I could have done really well in this unit and created something cool. I am excited to do an advert as
adverts are really complex as most adverts only have about 30 seconds to send a strong message about a brand and for it to
stand out. Also because there is typically 30 seconds in an advert you have to make full use of all editing skills that I have. The
editing must be imaginative in order to engage the audience
 PROJECT CONCEPT
My project is going to be an advert for the high end brand "Gucci". I want my advert to explore the themes of how
Gucci is worn on the runway but can be worn in other situation as well so I'm going to create a mix of a typical size
4 model wearing Gucci at a Gucci catwalk show and to the contrasting size 16 woman in a really relaxed
environment ( the beach) , sipping lemonade sitting in a deck chair wearing Gucci. The message in my advert is that
Gucci can be worn everywhere and that Gucci is a lifestyle not just a brand. In my advert I also want to show that
this has been Gucci's message from the start so I'm going to be using an old Italian song , as Gucci is originally
Italian. I feel by showing the realistic Gucci buyer as well as the catwalk models it shows the contrast of what Gucci
is seen as to most people (catwalk) and what realistically the Gucci buyer should be doing and how they should be
feeling when they are wearing the products - attractive and powerful. I'm going to develop my ideas by doing
research into catwalk shows , old English type adverts, and other high end adverts that don't necessarily stick to the
codes and conventions of every other high end brand advert ( e.g Versace or Prada). I plan on filming all of mine at
a beach either by Cookham near a public footpath or an actual beach e.g Bournemouth Beach. I think filming at
Bournemouth beach is a better location because I feel I can make it look like a proper old traditional English beach
and also show some codes and conventions of what I imagine an old fashioned English beach advert to look like so
I will be using stripey deck chairs, sand, lemonade and perhaps an umbrella matched with the traditional Italian song
to still represent Gucci as a brand, but at the same time showing that Gucci is an international brand and is for
everybody all over the world by giving the advert an old English style.
 EVALUATION
In order to create the best production possible I will be doing weekly blogs, so evaluating what I've done in the week
so I'm keeping a close eye on deadlines and also keeping up to date with the work. I think weekly blogs are a really
good idea so when I come to do my final evaluation I can see how far i've come in 12 weeks and when I did what.
This will really improve my work because I will be evaluating my work week by week so if anything needs changing I
can do it next week straight away and not have a load of changes to make at the end. Throughout the 12 weeks I
will also get teacher feedback weekly to know where I'm going wrong and to check im on track, and also get peer
feedback. I think teacher feedback is really useful because it means that my work will be appropriate and relevant to
what the exam board is asking for, and peer feedback is really vital because its helpful to know general opinions on
whether they think my work is good or not and what I could do better - especially in terms of editing. I will also get
a wider range of opinions because I will be sending out surveys as the weeks go on to get peoples feedback on my
work, and if they have any ideas that could be good for my production. At the end in my final evaluation I will
compare my work to professionals. This is really useful because it means that I will be able to see if my end
production of an advert works as a whole and is similar to other adverts of the same genre, which it should If i
follow feedback effectively