I feel so far that I've had a rough concept of a 'journey' through locations to place the Carhartt brand and integrate it with it's surroundings visually but not really achieved anything solid. I've been stuck on the 'meeting of styles' part of the brief which after today's crit I realise isn't important to the project at all so I now need to solidify my concept before I take the visuals further.
The work now needs stripping back and simplifying, I'll leave the 'meeting/mixing' etc type behind and concentrate on placing Carhartt within environments and treating it so it would fit in there visually as well as physically. Perhaps concentrate on the Carhartt symbol to create more abstract imagery that can still unfold through a series of print based designs based on the motion design rather than a forced typographic solution. This also simplifies how to approach the tshirts; rather than creating some sort of recognisable typeface that runs through the campaign I can concentrate on the treatment and link that back to the concept.
Although the brand is 'street', the clothing is worn in a variety of environments by various people including the skate/bmx/snowboard audience but also a wider more mainstream group as I talked about in my initial sketchbook thoughts so I want to broaden the environments that the brand is tied too. Getting out the urban environment and into spaces where people can take time to live and would perhaps like to be such as woods, beaches, parks etc that still relate to all the sports and keep the visuals more open to a wider audience.
This creates an opportunity for some 'story' to the moving images, editing busy street scenes with more subtle tranquil shots could show the different sides to Carhartt people rather than just a constant journey through locations.
I'm not the biggest fan of forced strap lines or developing them myself but prefer simpler ideas that could tie the campaign together and I keep coming back to the idea of 'Journey' which I think could work and simplifies the whole concept by simply showing Carhartt set in these different environments and putting the audience in the journey through them as if the shots are in fact POV rather than just filmed environments, and then once the visuals translates to print put the audience physically in the journey as they reveal the environments in the billboards etc.
The work now needs stripping back and simplifying, I'll leave the 'meeting/mixing' etc type behind and concentrate on placing Carhartt within environments and treating it so it would fit in there visually as well as physically. Perhaps concentrate on the Carhartt symbol to create more abstract imagery that can still unfold through a series of print based designs based on the motion design rather than a forced typographic solution. This also simplifies how to approach the tshirts; rather than creating some sort of recognisable typeface that runs through the campaign I can concentrate on the treatment and link that back to the concept.
Although the brand is 'street', the clothing is worn in a variety of environments by various people including the skate/bmx/snowboard audience but also a wider more mainstream group as I talked about in my initial sketchbook thoughts so I want to broaden the environments that the brand is tied too. Getting out the urban environment and into spaces where people can take time to live and would perhaps like to be such as woods, beaches, parks etc that still relate to all the sports and keep the visuals more open to a wider audience.
This creates an opportunity for some 'story' to the moving images, editing busy street scenes with more subtle tranquil shots could show the different sides to Carhartt people rather than just a constant journey through locations.
I'm not the biggest fan of forced strap lines or developing them myself but prefer simpler ideas that could tie the campaign together and I keep coming back to the idea of 'Journey' which I think could work and simplifies the whole concept by simply showing Carhartt set in these different environments and putting the audience in the journey through them as if the shots are in fact POV rather than just filmed environments, and then once the visuals translates to print put the audience physically in the journey as they reveal the environments in the billboards etc.