This project required an analysis of contemporary fashion communication methods and how these are currently used across digital formats. After selecting a brand, students had to identify specific marketing challenges they were facing and produce a campaign film to address them.
My chosen brand was Paul Smith, as I appreciated his innovative design but observed that he had not used film extensively as a form of media. I identified that the limited promotion of his diffusion line ‘PS Paul Smith’ was a prime opportunity for the focus of a campaign film. My objective was to define the difference between the Paul Smith and PS Paul Smith lines and to better communicate its identity of casual wear at a lower price point to the target demographic. The film maintains the overall brand essence with its use of vibrant multicolours and quirky sets, whilst the styling conveys a younger and more modern consumer.