Project 5- Client Creative Direction

With reference to the client’s initial mood boards. We sat down to clarify her ideas and what she wanted.

Her designs were inspired by a poem by hip-hop artist, Tupac Shakur:


This poem specifically inspired her design prints found on the initial mood board she sent. She wanted her designs to to be a symbol of women empowerment and strength. The idea of a woman that rises from the ashes, that triumphs through her struggles, to be that rose that grew from the concrete. That’s the story to she wanted to share throughout her designs. The culture influence would be grime culture. She also wanted a Christian influence although she wasn’t quite sure yet how to implement this. The most she had was the idea of what music she wanted:

This gave me good insight into what she wanted to achieve.


Project 5- Teamwork(The Drexler-Sibbet Team Performance Model)

To get the best out of our team, I decided to follow The Drexler-Sibbet Team Performance Model.


I chose to go with this model because it offered different stage markers for team and project development. It also illustrates the positive and negative outcomes of each stage. This meant that throughout the project, I could keep referring back to it to make sure things are running in accordance.

The model is split into two phases, the creating phase and the sustaining phase. At this stage of the project I only focused on the creating phase with the intent of referring back to sustaining phase at a later stage. Throughout out this workbook I will be making reference to this model.

Stage 1- Orientation [Why am I here?]

My purpose in this in team is to offer and execute creative intellect by visually representing the story and branding of my client’s fashion product. I will working together and for my team member to best achieve this.

Stage 2- Trust Building [Who are you?]

‘Studies have shown that team members spend almost 70 per cent of their time running down other colleague’s suggestions.’ (Pricken, 2008)

With that in mind, I will be following the DreamTeam Framework by Pricken (2008) to make sure that I am the best me for the team.

I will:

  • Choose the right moment for criticism
  • Ping-pong with ideas
  • Prevent idea killers by avoiding mental censorship (putting a halt to my creative instincts)
  • Eliminating idea killers such as “Forget it, it doesn’t work!” and turn them to positives.
  • Look for the positive in my client and team member’s ideas
  • Develop a sense of humour and experience  ‘A Fool’s Freedom’- the ability to laughing at one’s self and mistakes.

(Pricken, 2008)

In the future, this is a model I would definitely consider using in a much larger team if working for a company or for myself. Being able to use this model at this stage will offer good training for future employment.


  • Krogerus, M., & Tschäppeler, R., (2008). The Decision Book: Fifty Models for Strategic Thinking. London: Profile Books Ltd.
  • Pricken, M., (2008) Creative Advertising: Ideas and Techniques from the World’s Best Campaigns. London: Thames & Hudson.

Project 5- Team work- Fashion Communication

I spoke to my client about co-driecting and my concerns, however they were unwarranted. She mentioned that although she’s currently working in Fashion Product Design, she seeks trajectory in Fashion Communications and Branding/Promotions.

Fashion communications as defined by Nottingham Trent University, one of the top five best fashion schools in the UK :

…focuses on the visual communication of brand, product and service in the global fashion industry; how the message and image of the fashion brand or product is best communicated to the consumer.

This meant that she had to lead the creative direction, sharing the story and concept of her design and I would bring those ideas to life. I would find locations for shooting, create the film script and concept and edit in in accordance with her direction. We would be working as a team, bringing each other’s expertise to the table to create the best final product.





Project 5- Co-directing?

The ideal scenario would have been: the client needs photos for a look book and a film. She hands over the creative direction and authority to me. She gives me an idea of what she wants and I deliver. However things went a bit differently.

Something that came up in the beginning stages of this project was whether I was going to have full creative direction with regards to ideas, technicalities, edits etc or whether I would be co-directing with my client; as she also had ideas about how final results should turn out.  I was worried about the idea of this as I could only foresee conflict and compromise. I usually prefer to work on my own when it comes to idea development. This is because I usually see the end at the beginning and don’t want compromise.

I did some research about co-directing. Although not a very popular subject, I found these two articles that gave me insight about how best to go about things:

Common themes that emerged from both articles were:

  • Having trust between each other
  • Leaving ego at the door
  • Flexibility without compromise

Needless to say, I slightly warmed up to the idea of co-direction, should those tips be implemented.

Project 5- Initial Mood Board

When the first email was sent about my client looking for a photographer and filmmaker, she sent a mood board across for the ideas she wanted for her lookbook and her film:

ConceptBoard2-1Image board-1

A few things stood out:

  • Photography Reflective Elements
  • A grainy “home-movie”/Kodak effect
  • Glitchy effect
  • Tupac’s poem – “The Rose That Grew From The Concrete”

These are some of the requests she made on the mood-board. Although I had an idea of what she wanted, I was still quite unsure. A grainy “home movie” effect and Kodak effect are two very different things and coupled with glitchy, I was left quite confused.

To gain a bit more clarity, I sent her a few edits I had done in the past to see if she wanted something along those lines:


Her response was that these pictures were along the lines of what she wanted. However my attempt to clarify things made things worse as now there was a collection of edits she wanted with no actual specifics.

This also raised the question about my creative capacity with regards to the project. Would I have full creative scope to create and deliver from beginning to end, what I see best or would I be joining in a creative idea to see it delivered?

I decided to have a meeting with her to clarify things.


Project 5- Aesthetica Short Film Festival (ASFF)


Before the beginning of project 5, my lecturer had informed me that the Aesthetica Short Film Festival was open for entries and we discussed that I should submit a film. Upon receiving this brief and finding my client, I decided to submit the short fashion film to the festival.

What was important to me was the client’s approval to have the film submitted to the festival. In our first meeting I discussed my intent of usage:

  • Submission to the Aesthetica Short Film Festival
  • Use of the film and photos on my website and other Social Media Platforms

A contract was signed agreeing these terms. I felt it important to do this at the very beginning, to not only secure myself but to build trust and openness in our working relationship.



Project 5- What is it?

So the deliverables expected by my client were:

  • 25/30 Photographs for her lookbook
  • 5 minute max short fashion film, explaining the story/ concept behind her brand

A provisional timeline was set during the first meeting:

  1. Date 14/04/17 Deliver mood board for photos and film
  2. Date 4/05/17 Provisional date for 1st photoshoot
  3. Date 11/05/17 Outdoor photoshoot
  4. Date 15/05/17 Deliver photographs for look book
  5. Date 16/05/17 Film
  6. Date 23/05/17 Deliver film to client

They timeline was set to be provisional because both the client and myself were open to possible mishaps i.e.

  • Bad weather
  • Models unavailable on certain dates
  • Locations unavailable to book etc.

Project 5- Choosing a Client

This is our Final project. The brief stated that:

Following discussions with your project supervisor you should identify an external company/individual who needs a product or service and then conceive, prepare, develop, execute and evaluate a digital product.

At first I struggled to find a client because I wanted an opportunity that combined two of my passions: photography and film.  I wanted the opportunity to create content for a company or individual using those mediums and through that, enhance their brand. These are some of the services I want to offer in the future

My first potential client was a Graphic Designer who wanted to enhance his online presence. I would take photographs of his work showing his work ethos and shoot a short film about his workflow, ethos and design.

My second potential client was a budding singer/songwriter also wanting to enhance her online presence with a photoshoot and short film about herself.

These both however didn’t completely convince me as I wanted a challenge, something that will help me to develop new skills and stretch myself

It seem like fate when this email was sent to our cohort:

Screen Shot 2017-05-25 at 11.21.35

This seemed like the perfect opportunity to combine my passions and learn something new. I have never made a fashion film so I was excited to take on this client. I replied the email and to my delight the client accepted! It worked even better because as a student herself, her deadlines cohered nicely with mine. The following posts will show the design process and communications to the end product.