VizCom

The final product for 1B, in correct viewing order This advertisement sequence is meant to market Modcloth in i-D magazine. More so than Project 1A, Project 1B really seems like a culmination of all the learning, research and hard work over the past 10 weeks because it utilises not just the knowledge and skills gleaned from previous classes but also the images we have created from the tutorial classes. Inspiration A dark and macabre twist to the original tale of the Little Mermaid . Image Reference: Light, M. (2017). The Lure Review . Retrieved from: http://horrorfreaknews.com/lure-2017-review I had a spark of inspiration after watching The Lure (2015) – Polish filmmaker Agnieszka Smoczynska’s unconventional take on Han Christen Andersen’s classic fairytale, The Little Mermaid. I had caught it during a film festival at the National Museum some weeks back and was inspired by not just Smoczynska’s spunky characterisation of the titular character (a cannibalistic m...

Image Reference: Pinterest. (2017). Retrieved from: https://i.pinimg.com/736x/6a/ec/c8/6aecc8b092db181b7b12b75ddf76128d--id-magazine-magazine-covers.jpg After researching on several magazines, I decided on i-D magazine as the choice platform for my advertising sequence project 1B. As mentioned in the previous blog post for brand research, I think advertising on a magazine for Modcloth wouldn’t be out of line with their offline expansion plans. I had certain criteria for the choice of the magazine, namely: The target audience must fit well with the target market for Modcloth I wanted the magazine to have a presence outside of United States, as I thought it’ll be interesting for Modcloth to extend its reach outside of its typical American audience Magazine imagery should also be preferably consistent with that of Modcloth’s I also preferred a non-mainstream magazine. I didn’t care much for whether it’s a lifestyle or fashion magazine, because I think advertising on e...

Image Reference: Lubitz, R. (2017). Modcloth's 15th anniversary: A look at how one tiny brand changed the landscape of inclusive fashion . Retrieved from: https://mic.com/articles/182273/modcloths-15th-anniversary-a-look-at-how-one-tiny-brand-changed-the-landscape-of-inclusive-fashion#.JyuiGl4su Modcloth is a vintage apparel, décor, and lifestyle goods e-retailer based in the United States. They started off as a fashion retailer at first, before branching off into lifestyle goods and gifts in more recent years, in hopes to rebrand itself as a lifestyle brand. The main selling point of Modcloth is still its apparel. While having a relatively limited presence outside of the States, the brand is no new kid on the block, counting pop princess Taylor Swift, indie singer Kate Nash, and 500 Days of Summer actress Zooey Deschanel as part of their cult following. I’ve always loved their quirky style and products, and I think perhaps 2017 is the year where they can start establishing a...