PORTEE GOODS INHERITANCE LOOM Series Campaign Chapter #1 Studio Major Minus The Idea Studio Major Minus Portee Goods LOOM Series INHERITANCE Inheritance means something that is passed from time to time, from generation to generation, without diminishing its value. PORTEE Goods Loom Series adopts the meaning of "Inheritance" by preserving the original hand-weaving technique, creating a unique look of woven texture and emphasizing the shoes’ breathable feature. Chapter #2 Studio Major Minus Campaign Action Plan Studio Major Minus CAMPAIGN CONTENT ACTION PLAN LOOK BOOK PHOTO FULL LOOK BOOK PHOTO FULL LOOK BOOK PHOTO FULL LOOKBOOK PHOTO GRID POSTER LOOKBOOK VIDEO WITH COVER FROM LOOKBOOK PHOTO GRID POSTER LOOKBOOK PHOTO GRID POSTER SAND PRODUCT PHOTO GREY PRODUCT PHOTO BLACK PRODUCT PHOTO SAND WOVEN DETAIL PHOTO GREY WOVEN DETAIL PHOTO BLACK WOVEN DETAIL PHOTO PRODUCT LAUNCH VIDEO TEASER VIDEO ICON PHASE 1: 1. ICON GRAPHIC: 10 Dec 2019 2. Product Launching Teaser Video (30 seconds): 11 Dec 2019 3. Product Launching Video (45 secs - 1 mins): 12 Dec 2019 PHASE 2: 1. Woven detail photo on LOOM Series Black: 14 Dec 2019 2. Woven detail photo on LOOM Series Grey: 14 Dec 2019 3. Woven detail photo on LOOM Series Grey: 14 Dec 2019 PHASE 3: 1. LOOM Series Black Product Photo (Full): 15 Dec 2019 2. LOOM Series Grey Product Photo (Full): 15 Dec 2019 3. LOOM Series Sand Product Photo (Full): 15 Dec 2019 PHASE 4: 1. Lookbook Poster Grid: 16 Dec 2019 2. Lookbook Video with Cover From Lookbook Poster: 16 Dec 2019 3. Lookbook Poster Grid: 16 Dec 2019 PHASE 5: 1. Lookbook Photo Full: 17 Dec 2019 2. Lookbook Photo Full: 17 Dec 2019 3. Lookbook Photo Full: 17 Dec 2019 Chapter #3 Studio Major Minus Content Phase 1 INHERITANCE: ICON WEAVE ICON STYLE should resemble the weave texture of LOOM Series Product: VERTICAL Studio Major Minus CROSSING LINE EDGY INHERITANCE: TEASER PRODUCT LAUNCHING VIDEO Insight Tracing back to the First Industrial Revolution in the mid 1700s, there was a revolutionary invention for weaving called Flying Shuttle, founded by an English Inventor, John Kay. The device became one of the firsts, and the most important inventions in the industrialization of weaving as it allowed a single weaver to weave much wider fabrics faster. Studio Major Minus - The gimmick of Industrial Revolution theme will be added into this teaser video. Put some old footages combined with the modern looks of colour glitch effect. Ink drop scene. Old footage 1. 2. INHERITANCE: TEASER PRODUCT LAUNCHING VIDEO Scene Combination Studio Major Minus 20 seconds Compilation of Industrial Revolution era video footage: a. https://youtu.be/ofkUk1aEXFg (For opening, see from 00:13 to 00:20) b. https://youtu.be/VzvIv-0KP8g c. https://youtu.be/iiFAr8HhDGg Compilation of Industrial Revolution images: a. https://drive.google.com/drive/folders/1 XhouvdT7__3LL7tYF-o5VMFaJ3N6rtud? usp=sharing Shootlist 1. Ink drop to the water (For video closing) Copy Visual and Digital Asset 1. 2. 3. 4. 5. 6. SURVIVED EVOLVED INHERITED FROM TIME TO TIME Icon at the end of the video (Provided soon) Launching date 12/12/19 INHERITANCE: PRODUCT LAUNCHING VIDEO - Studio Major Minus - The gimmick of Industrial Revolution theme will still be added into the beginning of the video Combined with the modern looks of colour glitch effect Ink drop to the water. Ink injected to the fabric Silhouette and woven detail of the shoes Shoes on model’s feet Shoes drop to the water Old footage 1. 2. INHERITANCE: TEASER PRODUCT LAUNCHING VIDEO Scene Combination Studio Major Minus 45 seconds - 1 Minute Compilation of Industrial Revolution era video footage: a. https://youtu.be/ofkUk1aEXFg https://youtu.be/VzvIv-0KP8g b. https://youtu.be/iiFAr8HhDGg Compilation of Industrial Revolution images: a. https://drive.google.com/drive/folders/1XhouvdT7_ _3LL7tYF-o5VMFaJ3N6rtud?usp=sharing Shootlist 1. 2. 3. 4. 5. 6. 7. Tangan sedang menganyam (Hand weaving) Alat menganyam (Loom) Ink drop to the water Ink injected to the fabric Shoes silhouette Woven detail on shoes Shoes drop to the water with ink Copy Visual and Digital Asset 1. 2. Icon at the end of the video (Provided soon) INHERITANCE (Font provided soon) Video Benchmark: https://youtu.be/kKS7Qdo0l3k Chapter #3 Studio Major Minus Content Phase 2 WOVEN DETAIL PHOTO ON LOOM SERIES Studio Major Minus Sand Woven Detail Photo Grey Woven Detail Photo Black Woven Detail Photo } ALTERNATIVE 1 } ALTERNATIVE 2 Chapter #4 Studio Major Minus Content Phase 3 LOOM SERIES PRODUCT PHOTO (WITH COLOUR NAMING) Studio Major Minus LOOM Series Grain (Sand) LOOM Series Steel (Grey) + + GRAIN STEEL LOOM Series Charcoal (Black) + CHARCOAL Chapter #4 Studio Major Minus Content Phase 4 & 5 Portee Goods LOOM Series INHERITANCE - Inherit The Taste Lookbook General Idea Studio Major Minus According to research, hobbies are inherited with one in four people taking up the same interests as their ancestors. For that being said, a good taste of some particular preferences is indeed timeless, passed through from generation to generation. Inheritance - Inherit The Taste video is presenting that fact by portraying two sides of the story about the similar hobbies and activities between two generations, a man in his early 50s and a Millennial guy. Having the same taste with different gears, both of them also share another thing in common; wearing Portee Goods LOOM Series. Studio Major Minus Story Highlight - The same hobbies and activities of two people from different generation. Value of The Story - Differentiation of gears they both use in doing similar activities. Good taste is everlasting, survived, evolved, and inherited from generation to generation. - No matter what gear they use, they share one goods in common: Wearing LOOM Series. Studio Major Minus DIFFERENTIATION GEN X COMMON INTERESTS DIFFERENTIATION MILLENNIALS WRITING ● Typing with Typewriter ● Taking pictures with Analog Camera PHOTOGRAPHY ● Listen to the music from the radio / turntable MUSIC ● Traveling with old suitcase TRAVELING BOTH WEARING LOOM SERIES SHOES ● ● Typing with Laptop Taking picture with Digital Camera ● ● Listen to the music with headphone / airpods Traveling with Rimowa Studio Major Minus Persona: Man of Generation X Gear: - Typewriter Analog Camera Turntable Suitcase Persona What He Looks Like - Classic glasses Studio Major Minus - Sand blazer Ivory shirt - Black trousers LOOM Series Sand + White Persona Studio Major Minus What He Looks Like - Classic glasses Black Painter Hat - Shirt Black Knit Jumper - Black trousers - LOOM Series Black + Black INHERITANCE - Inherit The Taste Man of Generation X Location Studio Major Minus Mr. Guan Coffee Sumber Hidangan Braga Studio Major Minus Persona: Millennials Guy Gear: - Digital Camera Wireless Headphone Laptop Rimowa Luggage Persona Studio Major Minus What He Looks Like - Black Denim jacket Black & White Tees - Black Jeans - LOOM Series Black + White Persona Studio Major Minus What He Looks Like - Oversized White Tees - Grey Trousers - LOOM Series Grey + White INHERITANCE - Inherit The Taste Man of Generation X Location Studio Major Minus Sawo Coffee Braga Chapter #5 INHERITANCE Inherit The Taste Studio Major Minus Video Storyboard Time: 00.00 - 00.02 Frame 1 - Medium Shot - Back Loc: Millennials guy berjalan dari tampak belakang (Punggung) Time: 00.02-00.04 Frame 2 - Medium Shoot - Front Loc: Old Man berjalan dari tampak depan (Dari kepala - dada) Time: 00.04-00.05 Frame 3 - Medium Shoot - Side Loc: Apartment Millennials guy berjalan membawa laptop dari tampak samping Studio Major Minus typewriter Time: 00.05-00.06 Frame 4 - Medium Shoot - Side Loc: Old man berjalan menenteng typewriter dari tampak samping. Time: 00.06-00.08 Frame 5 - Medium Shoot - Front & Back Loc: Kaki Millennials guy (Menggunakan LOOM Grey) berjalan dari tampak belakang. Time: 00.08-00.10 Kaki Old Man (Menggunakan LOOM Black + Black) berjalan dari tampak depan, kemudian berhenti. Frame 6 - Medium Shoot Loc: Time: 00.10 - 00.13 Frame 7 - Wide, Split front and back Loc: Studio Major Minus Split Kanan: Millennials guy duduk dan menyimpan laptop di meja dari tampak depan | Split kiri: Old man duduk dan menyimpan typewriter dari tampak belakang. Time: 00.14-00.16 Frame 10 - Medium, Split left and right side Loc: Split kanan; Millennials guy mengetik dari tampak samping kanan | Split kiri: Old man mengetik dari tampak samping kiri Time: 00.12-00.13 Frame 8 - Medium, High angle down Loc: Old man membuka case typewriter di atas meja. Time: 00.16-00.19 Kertas di typewriter dengan tulisan INHERITANCE Frame 11 - Detail, Front Loc: Time: 00.13-00.14 Frame 9 - Medium, High angle down Loc: Didago Cafe Millennials guy membuka layar laptop di atas meja. Time: 00.19-00.21 Frame 12 - Medium, Split Front Loc: Side Split kanan: Stylus jatuh di samping sepatu Millenials Guy | Split Kiri: Pulpen jatuh di samping sepatu Old Man Time: 00.21 - 00.22 Frame 13 - Medium, Side Loc: Studio Major Minus Dari tampak samping, Tangan Old man mengambil pulpen yang jatuh di samping sepatunya (LOOM Series Black+Black), kemudian mengangkatnya. Time: 00.26-00.29 Frame 16 - Detail, Front Loc: Millenials Guy menghentakkan kakinya ke lantai mengikuti irama musik. Time: 00.22 - 00.24 Frame 14 - Close Up, Side Loc: Dari tampak samping, Tangan Millenials Guy dari arah bawah ke atas bergerak memasang headphone wireless Time: 00.29-00.31 Kaki old man dihentakkan ke lantai mengikuti irama musik. Frame 17 - Detail Front Loc: Time: 00.24-00.26 Frame 15 - Wide, Front Loc: Dari tampak depan, Millenials Guy mendengarkan lagu dari headphonenya sambil duduk santai. Time: 00.31-00.34 Frame 18 - Wide, Front Loc: Old man duduk di samping vinyl turntable yang terletak di atas meja sambil menikmati musik. Time: 00.34 - 00.37 Frame 19 - Detail, Split, High Angle Down Loc: Studio Major Minus Split kanan: Handphone Millenials Guy yang sedang memutar lagu | Split Kiri: Turntable dengan Vinyl yang sedang berputar Time: 00.41-00.45 Frame 22 - Wide, Split - Front & back Loc: Split kanan: Dari tampak belakang Millennials guy membuka pintu dan berjalan keluar | Split Kiri: Dari tampak depan Old man membuka pintu dan berjalan keluar Time: 00.37 - 00.39 Frame 20 - Medium, High Angle Down Loc: Millennials Guy (Sudah ganti ke wardrobe 2) duduk dan memasang sepatu LOOM Series Black +White di kaki sebelah Kanan. Time: 00.45-00.48 Frame 23 - Medium, Side Loc: Langkah kaki Millennials Guy dari tampak samping Time: 00.39-00.41 Frame 21 - Medium Loc: Old Man (Sudah ganti ke wardrobe 2) duduk dan memasang sepatu LOOM Series Sand di kaki sebelah Kiri. Time: 00.48-00.50 Frame 24 - Medium, Side Loc: Langkah kaki Old Man dari tampak samping Time: 00.50 - 00.53 Frame 25 - Medium, Side Loc: Millennials Guy berjalan sambil melihat sekitar, mencari objek yang dapat ia foto. Time: 00.53 - 00.56 Frame 26 - Medium, Side Loc: Old man berjalan sambil melihat sekitar, mencari objek yang dapat ia foto. Time: 00.56-00.58 Frame 27 - Medium, Split - Front Loc: Split kanan: Millennials Guy memotret dengan mirrorles cameranya| Split Kiri: Old man memotret dengan analog cameranya Studio Major Minus A GREAT TASTE Time: 00.59-01.03 Frame 28 - Split - Images Compilation Loc: Split kanan: Kompliasi hasil foto-foto yang dipotret oleh millenials guy | Split Kiri: Kompliasi foto-foto yang dipotret oleh old man Time: 01.03-01.06 Frame 29 - Split, Images Loc: Split kanan: Diakhiri dengan foto LOOM Series Black+Black yg dipakai oleh Old Man | Split Kiri: Diakhiri dengan foto LOOM series Grey yg dipakai oleh Millenials Guy Time: 01.06-01.08 Frame 30 - Black Bakcground Loc: Copy Visual: A GREAT TASTE SURVIVED FROM TIME TO TIME Time: 01.08 - 01.08 Frame 25 - Black background Loc: Copy Visual: SURVIVED FROM TIME TO TIME EVOLVED FROM TIME TO TIME Time: 01.08 - 01.09 INHERITED FROM TIME TO TIME Frame 26 - black background Loc: Copy Visual: EVOLVED FROM TIME TO TIME Studio Major Minus INHERITANCE Time: 01.09-01.11 Frame 22 - Black background Loc: Copy Visual: INHERITANCE Time: 01.11-01.13 Logo Portee Frame 23 - Split, Images Loc: Time: 01.09-01.09 Frame 21 - Black background Loc: Copy Visual: INHERITED FROM TIME TO TIME Studio Major Minus LET’S DISCUSS!