LOVE IS ALL WE ARE
Campaign proposal | Fashion film 2021
My roles: PRODUCER, CONCEPT DEVELOPMENT, CO-PHOTOGRAPHER, CO-DIRECTOR, CO-EDITOR, MOCK-UPS
THE CLIENT
Style should have meaning- this is All We Are. Every collection of the brand is enhanced with stories, colour, and culture, providing a sense of self-expression that goes beyond fast fashion, reminding you of the most magical moments in life. They do not follow the crowd and their meticulously handcrafted items are rooted in joy and individuality.THE BRIEF
Create a communication strategy and accompanying promotional film that celebrates the All We Are audience and their ethos whilst promoting the AW22 collection where it has referenced themes around Norse mythology. Jevellery should be the hero of the visual story. Tone of voice: Personal, Vibrant, Empowering. Keywords: Kind, Fun, Inclusive.
THE APPROACH
The idea: to create a personal connection with the consumer through the power of female self-expression, in a dream-like journey of love. We* wanted to tell a love story through visual symbolism and contrasting colours, referencing to the beautiful northern sky. It is all about exploring your identity, being bold, and loving every second of it.
Concept 'Norse Dream'
THE OUTCOME
LOVE IS ALL WE ARE follows Sarah, a bisexual woman of colour from London. With impeccable fashion and a clear expression of her identity through her style, we felt as though she would be a perfect fit to represent All We Are. The fundamental element of this film would be Sarah herself, we wanted to capture who Sarah is and what her values are.
We asked her to wear whatever she felt comfortable in, and throughout the film, Sarah talks about the things she loves, how she expresses herself, and what love means to her. It should be about people, it's not just a façade, it's about a personality and a personality that triggers emotion, a connection.
*CLICK* to watch the film
Mock-up within their website
Behind the scenes
*Credits for this project also go to Hannah Piercey, EVA DORAN & FRANKIE SILLITOE
Model: Sarah Kashimawo
Song Credits: At All by KAYTRANADA
Model: Sarah Kashimawo
Song Credits: At All by KAYTRANADA
FEEDBACK
“Because 'I love, I love, I love, I love, how I, how I, how I' -I love both repetitions in there because it's 'Love Is All We Are' which I think is such a great idea and such a great concept, really great strapline.”
- Brendon O'Connor, Marketing & Communications Director for All We Are Jewellery
“I think that the colour utilisation was really successful. The use of warp stabilizer was interesting, in your case with your film it worked. And 'Love Is All We Are' is a really great tagline to the campaign.”
- Jay Harris, Art Director
- Brendon O'Connor, Marketing & Communications Director for All We Are Jewellery
“I think that the colour utilisation was really successful. The use of warp stabilizer was interesting, in your case with your film it worked. And 'Love Is All We Are' is a really great tagline to the campaign.”
- Jay Harris, Art Director
“The insights were on point, consumer profiling with specific details in depth, consideration for your casting based on their own narratives that we want to amplify within the fashion film for brands captions, for your social channels… I think that it underpinned well your concept deck and your planning for the production of the film. That's really good to see, you have good reference points. Understanding of the production team behind Moonlight and what they produce and how you use that rather than necessarily Moonlight itself is great as well.”
- Matt Gill, Lecturer of Fashion Communication & Promotion at Nottingham Trent University
- Matt Gill, Lecturer of Fashion Communication & Promotion at Nottingham Trent University
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*CLICK* TO WRITE TO ME
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