Our concept was to create a playful and characteristic film, unpick- ing the rave scene and drum and base scene from the 90’s, we also took inspiration for styling from Sophia’s LFW presentation. After car- rying out in-depth research we had a clear idea of the type of au- dience we wanted to project our film towards. From reading articles with the designer herself and reading into her inspiration to looking at the stores she stocks her shoes in and the visual merchandising we got a clear idea of our brand consumer. We came to the conclusion that she would be a female within the age range of 25-30. From

our research we picked out that it is a fun girly brand that could be aimed at the work hard party harder female.

After this research we also came to the conclusion as a group that our film would fall into the category of techno and comedy, after watching the film through it most defiantly has aspects of comedy and techno, from our model being playful with watermelon to dancing her arse off to crazy jungle vibes. We also found from carrying out this research on our designer Sophia Webster that her trademark was an ‘aztec open toe bootie’ therefore a pair of Sophia’s ‘Riko’ boots feature in the film. 

 

   This is our concept over look that I wrote for the film pack, we really wanted to play on Sophia's fairytale inspiration that she puts into her work, so looking at relatable films such a Wizard of Oz really helped us to find this and put these aspects in our film. We also wanted to play on a real life situation that any girl of the Sophia age range could relate to, hence why we used a young model, and used the office situation that anyone could relate to whos in a boring mundane lifeless job. Also this was perfect to put our voice over into, with a voice over we dident want to much going on in the scene we wanted it to be fully focused on the voice and the model reacting to the voice, which we had so many problems with during post production, the voice over was orginally meant to be longer, but our models actions where faster than the voice over, we tried slowing the voice over down but it sounded to robot, so we had to cut some words out of the voice over. Ben really helped us when it came to making our film more interesting, he added depth by using the transitions and effects which made it look so much better as before we was all so fed up with looking at it mainly me and Soph, that we needed someone else to take a look at it and see what needed changing. he did that well even adding the noises at the beginning of the film and adding dings when the shoes appear in the film make it all a bit more fun.