Primary research of the Almeida's T-shirt
The brand has provocative style with elements of 80's aesthetic. I immediately remembered Kusama's art, which she began to explore at this period of time.
Costume-changes during a live performance are fast and frenetic, limiting how elaborate makeup and outfits can be. But for this performance by Japanese dance duo AyaBambi, a high-speed face-tracking projector was used to change their appearances while they performed, even creating the illusion of wearing masks that instantaneously appear over their faces.
For me this is like in the real life: our face depends on the light put on it.
Japanese studio WOW, led by Technical and Creative Director Nobumichi Asai, used the high-speed, 1,000 frame per second, Dyna-Flash projector developed by the Ishikawa Watanabe Laboratory in Tokyo.
External media
Instagram has established itself as a critical marketing channel for fashion and luxury brands.
While most companies recognise the importance of Instagram as a communication channel and consider potential engagement on the platform when conceiving and commissioning print campaign imagery, which remains the focus of the majority of the luxury industry, too few shoot campaign content tailored specifically to Instagram’s user experience or even its dimensions.
As a Beta partner and the first luxury fashion brand to run an advertising campaign on the then newly launched Instagram Stories, Louis Vuitton shot video content designed exclusively for the platform to launch its Spring/Summer 2017 menswear collection. Taking advantage of the vertical screen to display full-length looks, along with detailed images of the clothing and accessories, the brand created a compelling visual narrative revealing the craftsmanship behind Kim Jones’ collection, which Tim Blanks described as a “spectacular autobiographical hybrid of tribal Africa, tribal London and tribal Paris.”
Louis Vuitton’s investment in content designed specifically for the platform paid off. The brand experienced a 28-point increase in ad recall, attributed by Instagram to the use of app-specific dimensions. Although the campaign benefited from an expanding online video audience, which grew by 8.2 percent between 2016 and 2017, its impressive engagement rate was rooted in its visual impact.
As simple as it may sound, due to Instagram’s inherently visual nature, the quality of imagery and video used by brands is the greatest driver of success on the platform. Recently released biometric research conducted by MediaScience on behalf of Facebook, which acquired Instagram in a billion dollar deal in April 2012, shows how people physiologically react to advertising on the platform.
Using eye tracking, the study found that respondents focused more of their attention on the image portion of the advert rather than text, and that audiences were more engaged with adverts on Instagram compared with other feed-based platforms tested. This engagement continued throughout the time they spent navigating their feed, not just while the adverts were displayed.
Outcome for insta
Starting point was to look at there website. This was to look at there different clothes, and how there brand has developed throughout the years. Their website has a section where you can see all there collections and another called "Book""Collections" Shows there different shows, and all the clothes - collections found within that season. "Book" is a form where they show there models, test shots, small elements of their clothes, videos, and there mood boards. Having both of these were helpful to develop an understanding of the brand and the designers as you were able to see how they work, and then there final outcome.
Yayoi Kusama
Vuitton And Kusama
Louis Vuitton creative director Marc Jacobs first met 83-year-old Kusama in 2006 and became enraptured by her "endless energy" and her ability to create, through her work, a " world that never ends". The first instalment of the collaboration will be followed by a second collection, which will launch in Selfridges on August 24.
Bold, playful and not for the faint-hearted, the offering features the artist's signature bold spots - which cover every item, from bags to dresses. The range is the house's most significant artist collaboration since it teamed up with Steven Sprouse in 2001 to create his now-iconic graffiti bags. Highlights from the Kusama collection include a yellow drop-waisted dress with a frill skirt; cropped trousers in red and black; classic trench coats, given a surreal twist with the artist's vibrant spots; and silk scarves - which offer a more subtle way to buy into the collection.
Nobumichi Asai
[WOW] Creative / Technical Director/ Media Artist
Graduated from Department of Science, Tohoku University. Currently belongs to WOW Inc. Creative/Technical Director/Media Artist. He is globally acclaimed with face mapping for Lady Gaga at the Grammys 2016, “Connected Colors” for Intel’s global campaign, the laser hologram “Light of Birth” exhibited at La Triennale di Milano and “Ghost in the Shell Virtual Reality Diver”. He≠ has led the field of projection mapping both nationally and internationally introducing “OMOTE” and SMAP’s “FACE-HACKING”. He is also invited to media art festivals over the world as a keynote speaker and a judge. His works challenge innovative visual arts by bringing advertisement, design and both ideas of art and programming together. Received Jury Selection in Japan Media Arts Festival, Grand Prize in VFX AWARD 2015, Honorary Mention, Computer Animation/Film/VFX Award in Ars Electronica and many other awards.
I wanted to find a model with unusual style of hair, thats why chose these girls.
These are photos before the photoshop to show the style
Test, Learn, Optimise — Michael Kors
Earlier this year, accessible luxury giant Michael Kors sought to drive sales of its recently launched smartwatch range by creating video content of model Martha Hunt wearing the watch in different locations around New York. The creative concept targeted the brand’s most engaged consumer demographic: professional, millennial women.
Having shot the full 2-minute video, which was specifically designed in vertical format for Instagram Stories dimensions, the brand tested the responses of different segments of consumers to varying length Instagram Stories ranging from 2 to 15 seconds. To determine the effectiveness of these shorter video lengths, the fashion brand segmented one of its key audiences — women aged 18 to 54 — into four random groups.
Each of these groups was exposed to one of the four video segments in their Instagram stories, the results of which informed the campaigns continuing rollout and that of future initiatives. By agilely optimising its campaign, the Michael Kors brand was able to drive a 24-point lift in ad recall, and the brand’s Instagram Stories delivered an almost 9-point increase in favourability, which equates to ten times the industry standard.
“We are constantly experimenting and optimising for what is resonating with and inspiring our customers on the platforms that they love the most, including video length, content and format,” says a spokesperson of the Michael Kors marketing team. By approaching its campaigns as a series of small digital experiments, Michael Kors is able to drive sales and gain valuable insights into engaging its consumers through agile optimisation.
The dialogue between brand and consumer and the insights that stem from it is one of Instagram’s most valuable assets. “Brands should use Instagram as a way to get consumers into their universe, into their identity,” says Olivier Abtan, partner and managing director at Boston Consulting Group. Indeed, companies that go beyond analysing impressions and engagement to view their Instagram feed as a feedback channel capable of guiding future strategy across the business are instantly incorporating consumers further into their brands — simply by listening to them.