Native Nomads & Paul Hollywood | Execution

LOOK I MADE A GIF!!! 

Originally for my execution I was going to take a few images of flat lays using 6 bread rolls and 2 bread stamps and also a quote that is inspired by Django Unchained, "I count six shots, n***er" "I count two guns, n***er", with "shots" changed to "rolls", "guns" to "stamps" and "n***er" to "baker. However, I decided to change it up a bit by trying to create a moving image out the stills I made, after seeing a tweet by LLYMLRS saying that she'd taught Zoe London how to create a GIF on Photoshop.

I thought I was putting myself up for a challenge, but honestly, it wasn't that hard at all! All I had to do was make sure I had all the images that I needed, edited and ready, and then I did a quick Google search, followed the steps and I had it!

I don't mean to blow my own trumpet but... I am very proud of myself.

As well as this GIF, my promotional idea will include two "teaser" GIFS. One will be the 1-6 rolls and the first quote, and then the other will be the two stamps and the second quote.

Georgia.xo 

Native Nomads & Paul Hollywood | Creative Concept

These are my three concept boards for each of my alternative concepts for my big idea.

Concept 1
My first concept was to create a 'WANTED: Dead or Alive' poster, featuring a photo of Paul Hollywood holding some bread rolls, and an image of the bread stamp layered on top or positioned next to the photo. I found some examples on Pinterest and created a couple of colour palettes on Photoshop in order to visually demonstrate what I would be aiming for the poster to look like. I found a photograph of the part of the Dolce and Gabbana menswear a/w 16 catwalk, which has holes in the faces where people can look like they're in the wild west. I included this in my board because the idea of placing different faces into the overall image is similar to how I would take out the original photo of a poster, and in it's place put the photo of Paul Hollywood. I also edited the photo I would be likely to use of Paul Hollywood on Photoshop by changing the image to greyscale, and then laying an orange layer over the top and changing the opacity.

Concept 2
My second concept was to create a flat lay, which featured 6 bread rolls and 2 bread stamps. Either layered on top, or next to the rolls I would have the Django Unchained quote "I count 6 shots, n***er" "I count 2 guns, n***er", however changing it to "I count 6 rolls, baker" "I count 2 stamps, baker" (or "b**er"). On the board I included some Pantone colours which I thought were most likely to be found within my image/s, some examples of flat lays which I found on Pinterest, and also some pictures from The Great British Bake Off of male contestants to try and put emphasis on the idea of the promotional material targeting males.

Concept 3
My third and last concept was to create a 'set up' (I'm not sure what else to call this to be honest), similar to those in the top, right hand corner. The props would all relate to the Wild West genre, such as a bandana, a cowboy hat, a Pendleton blanket, a cactus, and also the bread stamp. Somewhere in the image I would include a quote, which would most likely be from Dirty Harry or The Good, The Bad and The Ugly. For example, there's a quote in The Good, The Bad and The Ugly, where Clint Eastwood's character, Blondie, says "You see, in this world there's two kinds of people, my friend: Those with loaded guns and those who dig. You dig", and I would replace the "loaded gun" with "bread stamp". Again, I included some examples of colours from Pantone, which would most likely appear in the image.

Chosen Concept
I chose to go ahead with concept 2 because, by doing the first concept I wouldn't be taking any of my own images and by doing concept 3, I would most likely have to buy some of the props from a fancy dress shop and I was worried that it would look like too much of a joke. However, I'm going to change the concept up slightly by taking several images of the flat lay, each image counting up from 1 bread roll to 6, for example, and then create a gif/quick video out of the stills. There will still be a quote, but this will either be a separate still or layered over the top of the still of all six rolls and two stamps. I may also have two separate "teaser" images, one with the first half of the quote and the other with the other half. I have chosen to put my idea on a Facebook because the generation X consumers are most likely to use Facebook, despite the fact that the majority of his followers overall are on Twitter.

Georgia.xo

Native Nomads & Paul Hollywood | Big Idea

So, the second part of my FCP summative project was to gather some research about the social media presence of a brand/product that we were allocated. We then had to develop a variety of mind-maps, combining the trend (context stage) with the brand and product, before refining our ideas and defining it in a 15 word statement.

The brand I was given was Paul Hollywood, with the product being his newly released bread stamp.

I began by researching the Paul Hollywood brand as a general starting point, finding out which social media the brand/Paul Hollywood used, where Paul Hollywood started from and where the products were sold. Then I did some more in-depth research of the different social media presence, the specific product and previous promotion, just to get an idea of how Paul Hollywood presented himself and his brand. From this I learnt that he has accounts on Facebook, Twitter and Instagram, with Twitter being the most followed account. On each of the accounts, there are links to his website and the other social media accounts, which helps increase the interaction between him and his fans as everything is connected. There are also elements of promotion, such as his Twitter location being 'The Tent', therefore referencing his part in The Great British Bake Off, and his Facebook cover page is a photo of his new range with the phrase "Introducing my new bakeware! Tried, tested and loved by me. In stores now."

I also learnt that the bread stamp was distributed by KitchenCraft, John Lewis and a few independent department stores, suggesting that the range is somewhat exclusive and sophisticated. John Lewis' product description is "Great presentation can make all the difference to your baking, that's why this Paul Hollywood bread stamp is a quick, easy way to add a rustic finishing touch". From this I realised that the main aim of the product was to offer easy solutions for baking, which can sometimes be seen as tricky and too time consuming for the everyday, busy person.

I then wanted to get a bit more of an insight into what real people thought of the brand, so I did a questionnaire asking for the words which people first thought of when they thought of Paul Hollywood and his brand. I also asked for the words which they first thought of the they looked at the Native Nomads trend, so I could see which words kind of crossed over and this would therefore help me come up with my concepts for bringing the two together. Rustic, crafted and culture where my main three.

After doing a bit of brainstorming, I came up with my final idea.

"Combing the Native Nomads trend with Paul Hollywood's bread stamp with a Wild West theme". 

I noticed that Paul Hollywood's primary target consumer were females, so I wanted to try and extend his target consumer to men, in juxtaposition with the product trying to offer an easier solution to baking. As well as this, I realised, from my primary research, that the Wild West genre is easily recognisable, and as my trend was a menswear trend, I wanted to add a touch of Paul Hollywood's masculinity to an otherwise feminine product.

My three alternative ways of communicating my big idea:

1. A 'WANTED: Dead or Alive' poster, with Paul Hollywood holding some bread rolls and a bread stamp layered on top. The crime would be 'attempting to change the game by making bread rolls easier with a bread stamp'.
2. A flat lay of 6 bread rolls and 2 stamps. Layered on top, a quote would say "I count 6 rolls, baker" "I count 2 stamps, baker", relating to the famous quote in Django Unchained ("I count 6 shots, n***er", "I count 2 guns, n***er")
3. A set up, which features a Pendleton blanket, a cowboy hat, the bread stamp and some other western iconography. There would also be a famous quote next to it, possibly from a Clint Eastwood theme such as Dirty Harry or The Good, The Bad and The Ugly.

Th next stage was to create three concept boards, which you'll be able to see in the next post! 

Georgia.xo