Uploaded by Ukhfiha Litujza

PORTEE GOODS - INHERITANCE CAMPAIGN-2

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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!
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