Meeting The Client Brief

With planning and organising the next steps in my filming process, I want to make sure my ideas meet the brief to a standard I would like.

See below Tianna's brief for Jason Wu which was given to me as the creative:

Objective -

"We are looking to make that statement the campaign and begin supporting the women that support us." "Expand our audience, using today’s availabilities."

I will be making a film focusing on the individuality of different real young women and their experiences and relationship with femininity. This film will be a support base for women, especially a younger audience, to come in touch with their femininity. Using real people with real backgrounds and stories will help to communicate this idea to the audience.

Target audience -

"Simple, women with passion for beautiful things"

"All united and celebrating beauty when wearing Jason Wu. Now expanding on our makeup line, we want to make sure our consumers are staying up to date and we have their full engagement."

Tianna expressed how diverse in women Jason Wu caters for. With a heavy focus on uniting women and celebrating femininity, I feel that my filming ideas meet this brief perfectly. I will showcase a handful of different young women with different backstories to help push this idea of celebrating individuality. I made an audience profile for the type of woman that will be consuming this film and actually feel influenced by it, this can be found in my previous blog post. Tianna made it clear that she wants to expand the audience for Jason Wu, which as I'm aware is very broad but I did notice a lack in target toward a younger demographic of 18-21 year olds. I will include younger women in this age range for the film to help appeal to this age range.

Distribution -

"Starting from the short 3-minute film campaign, premiering on YouTube, to plenty of shares and shout outs on all social media platforms"

I am obviously editing and shooting this film for it to meet the 1-3 minute project brief but constantly thinking of ways of how this will be teased/ shown on hypothetical social platforms. I will create a blog post about creating awareness for the brand and how I will get the brands values out there to the world as Tianna said this is something they lack in.

Promise -

"The viewer would be introduced to the origin of how JASON WU came to be and all the messages behind this successful feminine, power fuelled brand, creating and understanding of the behind the scenes in fashion related environments for women and the celebration of individuality"

Although I haven't included any brand history in my plan for the film, as I think it would take away my main focus which is femininity, I will still be actively representing the brand values. I will be mainly looking at proving how the brand is feminine fuelled, branding Jason Wu as this as they don't seem to brand themselves despite their strong values.

Key message -

"Bring consumers to a fair understanding or the origin of JASON WU as a brand and communicate the celebration of women’s individuality, while expanding to a broader audience, using today’s media."

Again I'm choosing not to focus on the origins and backgrounds of Jason Wu as a brand and instead push the notion of women and having that feminine power. Using younger models aged 18-21 in my film will make the film appeal to that younger fresher target audience.

Timing and parameters -

"4K Format at 3840 x 2160 size. Duration: 1-3min long."

Format will be met in post production. Based on my plans, I think the film will be looking closer to 3 minutes as its a more documentary style film with hopefully lots of spoken audio.

Measurement -

"Data will be collected through the social media response, varied in shares, likes, comments and visits in our personal websites and accounts."

Obviously, I won't actually be able to measure the social media response for a film like this, but instead I can show this film when completed to my peers, my own social media accounts and women my age to see their reaction and thoughts on the film.

Sources:

Dimitri, C. (2021). Jason Wu Client Brief. [PDF]. In possession of: the author.