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SS2 : Markus Lupfer Promo Final

After Completing the final for Last Moments, I have 2 more weeks before the deadline, I have been contacted by Riz again to work with me on a fashion shoot. We worked quite well when we did the college advert so I decided to help out and since it is a live brief, it is a good opportunity to get my name out there and this could also help me improve my skills of being a film maker, though I specialise in visual effects. 

In this Project, we are collaborating with Dannie Bennett a 3rd year fashion student. The live project is from Markus Lupfer a fashion brand company. Their videos are mostly fun and quirky and each video they produced have their own different styles. Have a look at their website.

http://markuslupfer.com/video/

The Brief:

The final major project will conclude in three separate final outcomes. All three of these outcomes will be produced in collaboration with London fashion brand, Markus Lupfer. Through liaison with the Markus Lupfer brand I have defined a brief requiring me to produce an initial outcome in trend preddition, a second outcome in print design and illustration and a final outcome in marketing and branding. Through the trend prediction outcome I will liaise with the brand in order to understand and assist in the development of their conceptual trend basis for Spring/Summer 2014. Through this I will then develop my own further 4 conceptual trend ideas, which I will finalise in a trend prediction book. Further to think I will develop a range of conceptual print ideas based on Markus Lupfer’s key trend for Spring/Summer 2014. This outcome will require me to produce a fully illustrated capsule collection and a range of professional print and fabric samples in order to present to womenswear design department at Markus Lupfer. The final marketing and branding outcome will be the key focus of the final outcomes within the final major project. Through my brand research I have identified Markus Lupfer’s failure to actively market their brand. This has lead to a poor consumer brand image and also a poor level of brand awareness within consumers. Through this research I have identified three key areas to develop. The first area within the marketing and branding final outcome will be to produce a commercially relevant lookbook for the brand’s spring/summer 2013 collection. Further to this I will seek to produce a commercially relevant video advertorial campaign for the brand’spring/summer 2014 collection. The final branding and marketing outome will be to redevelop the brand’s packaging and labelling in order to be more in level with the brand’s premium price point and identity.

Before shooting Riz and I have divided our work to ourselves creating the manipulated stock footages. I have used After effects and premiere pro to manipulate it and layer other footages on top. We eventually ended up editing all same footages but with different effects. I guess it is a good thing because the more samples we have, the better.

This is my first time working in this kind of project, making a promo video for a fashion company, I am pretty excited for this project. I became in charge of the camera as usual because I take better shots than Riz :D and I know how to work it better. Riz is in charge with the lighting and staging and Dannie is working with the models, dressing them up and putting make up on. At the beginning, we planned to project images on top of the models but then later decided that it is so much better to do it in after effects and it would look so much better.

Here are some samples, we are trying to achieve  where we are using a projector to project manipulated stock footages on top of the model, but then decided to layer the footage on top of the model in after effects.

At first Dannie directed the models on how she want them to act for the shoot, but it wasn't going so well, so we had to put on some music so it will help the model do their thing. I ended up taking over and helping Dannie with directing because she is struggling. It is a good thing that I watch alot of fashion shoots in youtube because I love fashion, this gave me an advantage on how the model should act. although sometimes when I act some scenes I look very weird  (like a girl) but it had to be done. When doing this, it made the models feel very comfortable with me and they became much more loose and able to be them selves a bit more and looks much more natural in camera. Jokes had to be done too. It was fun shooting this film. 

After filming Riz and I decided to work on our own cuts because it is easier that way and Dannie can just pick out the good bits from our edit and compile it together. I have basically listened to the chosen song by Dannie and mark the beats where I think that there are potential cuts in there. It was hard deciding which footages of the models I should use, what I did is, I selected an outfit that I think matches with the other model and pair it together, so in the video it has a good alternate shots between both models (no favouritism) though one model was hard to work with and ended up having 90% bad shots, good thing the beats of the music are quite fast so its good to cut on the right time. 

This are two of my stock footages that I manipulated and combined together. 

 My Cuts

The process on how I worked is I worked on cutting the footages into place and then colour correct / graded it then overlayed stock footages ontop to give off a projection look.

After It is done and I dont think the colours works quite well, I composite it all together and add more and adjust the effects on to to blend well together.

This is a shot that I wish to include in the final piece but I dont think the projection effect might work. because in this footage, the camera moves quite alot and it will take alot of tracking and editing to make it work. I just think this is still an interesting shot.

This is the first test I have made and Dannie was very pleased with the result, she loves the cuts going to the beat and the stock footages worked quite well. She wanted the final to be 2mins max.

Here is behind the scenes video that Riz composited which I have filmed :D

Final Markus Lupfer Promo Video

Bare in mind, this isnt an advert, it is a promo video where they just show their latest clothes in their website and just basically showing how quirky they are. This video might be played on billboards which I have heard from Dannie. So far Dannie is very happy to work with us though she picked my work than Riz's because I have basically completed the whole video in 3 days with out much sleep. I really enjoyed this project and hopefully I get contacted by Markus Lupfer or any other companies.

A little improvements just had to be made later on , just changing some footages because Dannie wasnt happy with the models acting. Riz took a render of the models scene and cleaned up the markers on the floor and will be compiled later.