Art Direction | Xiao Li
The deliverables are a series of stills that sit in the art directed free Zine that communicate Xiao Li aesthetic; a moving images campaign for S/S 19 and a website. There is an opportunity to enhance and direct the brand aesthetic with digitalisation and virtual reality.
Art Directed Free Zine/ Idea / Aimed
Her ideas surrounded in decent amount of issue in fashion industry and her personal experiences, this can be concluded her idea are based on everyday. Thinking of what object can record everyday event, the idea of event notebook is chosen. It can be used to mark down holiday, important event and seen as an dairy.
The Zine is aimed to show the stories about the brand and collections by showing the materials, abstract images that construct brand aesthetic and distinct artists vision about the collection and the idea.
Website / Idea / Aimed
Xiao Li mentioned she always try to target on younger audience, therefore I planed on direct her with reference of digital culture. GIFs images are currently a big trend in different sector, especially among social media. GIFs can be mixed with the idea of surreal and real to create a playful, youthful and engagement website.
The website is act as a online version of a event calendar. The lines behind are inspired by calendar layout which connect back to the zine.
Moving Image Campaign/ Idea / Aimed
The idea of her collection is based on a trip. Taking this as the basic idea, planned a campaign as four episodes. The videos used the concept of days we will go for a holiday. Every series will be last for 5 to 10 seconds, which can be easier approach to the Instagram's highlight as an introduction for the collection. The four clips can be combine to upload on to YouTube.
Four days are represented as different sense; Day 1: Hot wave as touch sense ; Day2: Summer Dream as visual sense; Day 3: Relax as hearing sense; Day 4: The Making as a combination of all sense.
The videos are aimed to communicate the processes of experiencing the holiday, and alternatively construct the making processing of the collections.
