2515636 contextual essay: one-minute film for stayrealto others. therefore, i took the inspiration...

Szuhan Wang(Celeste) Fashion Marketing (25156306)

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Contextual Essay: one-minute film for StayReal

As a fashion-marketing student that I would like to make a film to introduce a Taiwanese brand “StayReal” (http://tw.istayreal.com/)to others. Therefore, I took the inspiration from a blogger’s short film to make a little documentary film for a little girl who wants to be a top model in the future. The film would be based on two aspects: Taipei city and the brand. From the Macro into Micro elements that presenting the Taipei city where the brand founded into the brand aesthetic: rock spirit and streetwear.

Taipei is the capital city of Taiwan, which has higher tolerance of different cultures because of the complicated colonial past. Since the variety of Taipei, I create many different scenes and styling (from modern to ancient and from natural to urbanised). Besides, with the aim of linking to the brand that the character wears StayReal T-shirts to create different looks to show there are many possibilities to create multiple style with the brand. StayReal was launched by a vocal of Taiwanese rock band Ashin and his friends. StayReal and Stereo are homonyms so the idea of StayReal is they want the brand to be like the stereo sounds to keep delivering the creative spirit. Hence, I also highlight ‘aspiration’ into the film because I hope I will create an emotional connection to the audience that it is important to be who you are and be courageous to make your dream come true.

This film is like a little documentary, recording a girl grows up from Taipei and how she has been influenced by the diversity of Taipei. Through a short interview(Appendice.3) with the character creates a statement of her personality and attitude so the

character in the film is like the brand ambassador to express the brand image and vision for the consumers. The film is basically for the younger consumers who have enthusiastic about the popular culture. Therefore, I would screen my film online through YouTube or Vimeo because I would like to deliver a simple concept of the brand. After seeing the film I hope the audiences will be inspired by the brand and interested in its collection. Besides, at the intangible perspective, I want the film could be stimulating to the audience to make them be confident to face any challenges. Also perhaps Taipei could attract more people from other countries through the film. I hope the film can give the audience an idea about the diversity of Taipei and the brand. In addition, the film could also screen in the actual stores, drawing the people who passing by the shop attention to increase the consumer awareness.

Source: StayReal offical websiteFilm inspiration.1


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According to the director Luca Guadognoion (DIDERICH, 2013) that understanding the history of a brand and spinning a compelling story are key to creating emotion in the viewer. The brand aesthetic slogan “make sound stereo, make dream stayreal” is my fundamental inspiration because it is really evoking. And then I start to do some research on the fashion inspiration film that I want to make a documentary to tell a story could create audience a sympathetic response. For me StayReal is a brand with rock and casual style so it reminds me a model Cara Delevingne so I make a lot of references from her and Avril Lavigne to set up the make up and style. (Appendice.1)Furthermore, the three videos I have shared on the blog also gave me the idea on the film script and editing technique. As I want to make an editorial style fashion film that I also have watched few editorial video from Vogue and Elle to prepare the interview questions.

At the beginning, I was thinking to make a pure interviewing film for my project, but I changed it because it would be too boring to present only interview part. After researching online videos, I want to combine Taipei city with the brand because I do not want it to look too commercial. I start to develop my storyboard that I set up five locations and styling for the shooting to express different atmosphere.(Appendice.2) In the inspirational film, there is a scene of showing closet in the character’s room to point out her wearing style. I have tried to shoot the similar method but I forgot to set the same composition so the shot is in portrait format. Although I put few portrait format sequences in my project while I was editing, it looks too messy so I took out the scene at

Screenshot.1 mix portrait frames

Film inspiration.2&3


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the end. (Screenshot.1)In addition, I also wanted to make the colour effect like the video I have shared on blog but I did not do it because the message I want to deliver is playful and creative if I only emphasis on one colour that might lose the essence of the story. Apart from the visual part, I have been looking for some music for my soundtrack. As my concept is around Taipei and dream, I picked two songs Cool like me and Taipei (All at once) into my considering lists. However, I did not use either both of them because from & other stories short film that I realised the fashion soundtrack need to have clear rhythm to correspond to the walking steps. Therefore, I chose Runaway by Mr. Little Jeans to be my background music.

Photoshoots with different styles


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It is not easy to make a short fashion film because before making film the setting, styling, music and placement need to be considered. In the shooting process, it is my first time to use Canon 7D camera that it is really heavy but I am really proud of myself of the shooting because at the start I do not know how to get the right focus and use the machine but finally I have done whole filming and the styling, Although some of the results was not work properly because of shaking thanks to the editing program that I can stabilised the video. And also by using the tripod could also make the shoot looks much more stable. Actually I am pretty happy with my final output except the pace, it is a little bit rush out of the film. Because I want to put too many things into the project but there is only one minute I can edit. Thus, I might take time longer and place some texts with typography to ease the pace a bit, making the film looks more professional.

Screenshot.2 Upload to YouTube

Screenshot.3 Adobe TV

Preparation for filming

Screenshot.4 Premiere Pro editing final


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Makeup Look

Style Look

Appendice.1

Screenshot.2 Upload to YouTube

Screenshot.4 Premiere Pro editing final


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Frame1Location: Taipei 101Timing: 10/sMake up: edgy, chicStyle: modern, cool Placement: T-shirt, black skinny jeans, leather jacket and high heels

Content:At the famous lanark Tapiei 101 has more designer brand shops in Taipei. It is the luxury area in whole Taipei city. There are many tourists and department stores located at the distrct.

Frame3Location: Huashan1914Timing: 10/sMake up: clean and fresh lookStyle: quirky, boyishPlacement: T-shirt, backpack, jacket, trainer, jeans,hat

Content:Huashan is a new creative culture industry landmark in taipe. There are always many exhibitions and concent held in Huashan. It shows the new blood of innovation and the energy of culture in Taipei.

Frame4Location: StayReal Cafe Timing: 10/sMake up: light smoky eyesStyle: rock,stylishPlacement: T-shirt, boots, leather barcelet, pictures, instant photos

Content:StayReal Cafe is operated by the same funder. It keeps the brand feature of the interior decoration. The interview will also do it there to show the brand atmosphere.

Frame5Location: character's roomTiming: 10/sMake up: no make up Style: casual and relaxingPlacement: T-shirt, long trouser, magazine

Content:In order to show the charater's fashion taste, shooting her room and closet. Also will take a look of her home wearing: easy and confortable.

Frame2Location: Eslite bookstore at Songshan Cultural park.Timing: 10/sMake up: naturalStyle: hipster, freshPlacement: T-shirt, converse, school jacket, sunglasses, books

Content:Eslite is the chain bookstore in Taiwan. There is a new space for people who love art, music and books. The architecture is unique that you can see the old buliding and the new modern construction there.

Appendice.2


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STAYREAL(filming preparation-draft)

Make Life Stereo!Concept: Taipei, playful, creative, young and dreamAudience: for people who don’t know the brand, online, inspired

Music: 1. Runaway – Mr Little Jeans2. Cool like me – Fryars3. Taipei (All at Once) – Kyte4. Dream – Priscilla Ahn5. 本色 – 八三夭

Outfits:1. Stylish, chic2. Hipster3. Quirky, boyish4. Casual, rock, vintage5. Relaxing

Interview Script:

1. What do you think about “dream”?Dream is like a goal… but pretty, such as designer clothes. When you start dreaming, you will keep in mind of what you want and having a huge motivation of living. My dream is to become a worldwide top model, introducing my hometown, Taipei to more and more people all over the world. To me, it is important to have a dream because it makes my life more meaningful and challenging. 2. How Taipei and Taiwanese culture meant to you and affect on your style?Taipei… is understated, charming and friendly city I have ever been. As the complicated colonial past, Taipei has higher tolerance of different cultures. I love Taipei because it has more laid-back pace comparison to other Asian city. Also it is a convenient city which you have 24 hours shops, night markets and easy public transportation. So… it’s really make sense of my fashion aesthetic: casual, easy, playful and creative.3. What make you want to be a model?When I was a child, I like to go department store to see new fashion collection. Being a model can always be pretty and wear the latest dress also I can get dress in many different styles. When I do a shooting or on the catwalk I can feel myself become more confident and shining. 4. What do you define your style?Em… I love Cara Delevingne, so I would say she is one of my fashion icons. And I’m quite rebelling so I really like her quirky and boyish style. To be a model, you have to wear classic, modern and chic; but in real, mix casual wearing is my favourite. Although Cara is my icon, I still like to be myself so having some good, nice t-shirts in my closet is crucial that I can create many different looks on my mood. “It ‘s important to be who you are. “ no matter what I dress, confidence and smile are my little secret for my outfit.5. In order to make your dream comes true, what efforts have you been put on?Yea… it’s not easy to achieve a dream so I read fashion magazine, learn how to put makeup and practicing my English. In order to keep a good shape body, I also I have to pay attention on my diet, and this is the hardest part for me because I love food. (haha!) But anyway, this is my dream so I have to stick on it and keep going to reach my fantasy. 6. Apart from modelling, what sort of thing you would like to put one your dreams list?I don’t want to be greedy so at the moment becoming a top model is my only dream and I really want it to become real someday.

Appendice.3


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Bibliography

(Composer). Runaway. [Mr Little Jeans, Performer]

DIDERICH, J. (2013, Dec 27). Film Forum: Fashion as Entertainment - Lifestyle - Eye - WWD.com. Retrieved Jan 5, 2014, from WWD.com: http://www.wwd.com/eye/lifestyle/film-forum-fashion-as-entertainment-7326081

Jago, M. (2013, Feb 2). Add a transition between 2 clips | Learn Premiere Pro CS6 | Adobe TV. Retrieved Jan 8, 2014, from Adobe TV: http://tv.adobe.com/watch/learn-premiere-pro-cs6/add-a-transition-between-2-clips/

Mooney, A. (2012, Apr 22). Using Warp Stabilizer in Premiere Pro CS6 | CS6 & Creative Cloud Feature Tour for Video | Adobe TV. Retrieved Jan 8, 2014, from Adobe TV: http://tv.adobe.com/watch/cs6-creative-cloud-feature-tour-for-video/using-warp-stabilizer-in-premiere-pro-cs6/

Wang, S. (2014, Jan 7). Documentary style | DPT Year 2. Retrieved Jan 8, 2014, from DPT Year 2: http://blog.soton.ac.uk/dpty2/2014/01/07/documentary-style/

Wang, S. (2014, Jan 7). Images insert | DPT Year 2. Retrieved Jan 8, 2014, from DPT Year 2: http://blog.soton.ac.uk/dpty2/2014/01/07/images-insert/

Wang, S. (2014, Jan 7). Speed up technique | DPT Year 2. Retrieved Jan 8, 2014 , from DPT Year2: http://blog.soton.ac.uk/dpty2/2014/01/07/speed-up-technique/

Handout from the Fashion&moving images

2013 Lecture notes

2515636 contextual essay: one-minute film for stayrealto others. therefore, i took the inspiration...

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