Gold Winner of Telly Awards 2019 for Directing & Art Direction.
The only Canadian broadcast shopping channel – TSC (Today’s shopping choice) launches about five to six national campaigns every year. Out of those, two are fashion campaigns which happens in Spring and Fall. This Spring fashion campaign of 2019 was my first project at TSC.
Each fashion campaign features the trends of the season provided by fashion department of TSC. The trends for this season was Utilitarian, Craft Fair, Fruit Infusion and Print Party. Since all these trends were super bold and unique in their own ways comparing to the typical Spring trends, I came up with initial concept ideas as below.
After these concepts, my manager wanted to direct this project more towards live action and not so graphical, so I came up with additional concepts that can feature textures from the trends while keeping some Spring elements such as greens in props and backgrounds, and some rough mock ups with text layout options
But marketing really liked the concept from the previous fashion campaign – which was ‘Runway to your Everyday’ and we eventually ended up with the concept. To refreshen up a little bit within the same concept, we came up with a little twist, which was focusing on the moment when people get excited to get ready and think about their fashion before they go out, rather than when they’re actually out in the environment. So we mocked up a wardrobe idea – which we would have four different wardrobes that respect each trend.
My team faced a rejection again, due to a reason that marketing wanted to show more environments than just a wardrobe. So we expanded the environment into four different scenes based on a location we scouted. This mansion had many different sections within, and we assigned the trends to each section. Print party to a staircase/hotel look, Utilitarian to a cafe look, Craft fair to a bar look and Fruit Infusion which we could keep to a wardrobe look.
After finishing all mockups and the art directions – props, model options, makeups and hair, pose and shot references, we had a couple days of crazy shooting – stills and video in one day, and another day of shooting off figure. We also explored some more text layout options for video deliverables as well.
I wanted to introduce some more bold text layout options for TSC, using Spring trend’s colour palette and using texts as background texture, but eventually we ended up with usual TSC text set ups with simple text writing animation – which was good enough since the background was pretty busy already.
I learned a lot doing this project, this was my first time doing any project that’s fashion focused and almost leading a multimedia campaign in an art direction role. And since TSC is not just a media company but also a retail, having products as heros made the whole work process totally different. I faced some challenges at first, but really enjoyed working on this project, and was happy to introduce more motion aspects to the campaign.