Creating Effective Fashion Content for Social Media
The objective for this production was to create a compelling piece of video content for distribution on social media platforms to drive brand awareness for fashion label Junker Designs in Los Angeles.
The concept for the video is fairly simple. Playing off the idea that a female fan of the brand is madly scribbling the hashtag #wearitloud in her notebook around the words I “Heart” Junker over and over again. The louder the music in her sticker covered headphones gets, the more frantic her scribbling would become. Driven by music, her love for the Junker Designs brand moves to an almost stalker-like level.
Company owner, Tod Waters is planning to leverage the hashtag #wearitloud for sales promotions across multiple social media platforms. Getting a media fatigued audience to stop scrolling and pay attention, requires a unique piece of content such as this one.
Being that Tod is a huge fan of BladeRunner, a gritty cyberpunk direction was in order for set styling. Lighting this type of set gave me the perfect opportunity to use my Quasar Science 4′ T8 LED tubes. It’s like they were invented for cyberpunk.
The plan was to keep the shots moody and dystopian, with a low tech look and feel. I used only a few fixtures to light the entire set, letting pockets of shadow fall between the pools of carefully placed light. A trusty can of haze sprayed in front of the Quasar Science tubes finished off the look of the set.
Version one of the video promo will be a social media friendly version, while version two will find its way onto the Junker Designs company website and incorporate footage of the lead actress writhing around the table draped only in a tattered flag and wearing vintage headphones.
Behind the scenes photos by Ashley Fontenot Photography.
I’ve worked as lead content creator for Junker Designs for a number of years now, and this video is a great example of how a compelling piece of content that aligns with core brand values can be produced on a modest budget. It doesn’t require too much more than a decent story concept, being creative in the moment and making good use of available resources.
Release time for this content is sometime between Halloween and Thanksgiving for the 2018 holiday season. How well is your content performing for you?