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Featured Image for Fashion film LIFE for Hello Margaret by Jacob Armitage Poster design illustratedl poster for LIFE fashion film for Hello Margaret by Jacob Armitage
Featured Image for Fashion film LIFE for Hello Margaret by Jacob Armitage Poster design official poster for LIFE fashion film for Hello Margaret by Jacob Armitage
Featured Image for Fashion film LIFE for Hello Margaret by Jacob Armitage Photography shoot Eva in LIFE fashion film for Hello Margaret by Jacob Armitage
Featured Image for Fashion film LIFE for Hello Margaret by Jacob Armitage Photography shoot Georgina in LIFE fashion film for Hello Margaret by Jacob Armitage
Featured Image for Fashion film LIFE for Hello Margaret by Jacob Armitage Photography shoot Josh in LIFE fashion film for Hello Margaret by Jacob Armitage

LIFE

Fashion Film / Multi Platform Advertising Campaign

I’ve been involved with fashion label ‘Hello Margaret!’ since conception. HM! founder, Jenny Cook wanted to take her unique and unusual brand to the international market and came to me to plan what she should do. We decided to use a blanket platform strategy, we already had the brand, so all we needed was a website, plentiful photos and the cherry on top – a short film. I directed the film and wrote and produced the music. ‘Fashion film’ is a strange genre, the general idea of it is to show the intended lifestyle of the target audience for that particular fashion label, however if you’ve ever watched a selection of them, as I did for my initial research for the project, you’ll find that they tend to explore the dark, dusty, unusual aspects of life. 

Fashion films tend to explore the dirty, dusty corners of society, subculture and niche-groups and somehow make it look commercial and desirable. We decided to take the premise of showing a ‘lifestyle’ – hence the title ‘LIFE’ and apply the ‘Hello Margaret!’ twist. Jenny Cook came up with the idea to first show girls getting ready, in a very typical, girly fashion but then have the characters go on a magical, twisted, ‘Alice In Wonderland’ inspired journey. This with a very philosophical intro made for a fantastic idea which both reflected the brand and fell within the limits of the ‘fashion film’ genre. The challenge of translating this concept onto screen fell into my hands. After writing the script, I directed and produced the shoot and wrote the score.

The photo shoot had to correspond with the film and the brand. To do this we used the same characters, outfits and locations. The models did a great job of translating their characters from film to photo through facial expression and posture. We recreated the lighting as it would be for the shots in the film and imitated the colours and atmospheres of the locations as they appear in the final footage. Of course a lot more attention to detail can be added through airbrushing and photo retouching for the still images. Hundreds of usable images were taken over the course of the five day shoot by myself and my colleagues, I edited the photos in post production and used them in various Hello Margaret promotions as well as on their website.