AOL.on / beachmint web treatment

1beachmint video TREATMENT

Introduction:

Site Publication:

Host and Guest Personalities:

Potential Hosts

AOL.on / beachmint web treatment

AOL.ON will partner with social-commerce company Beachmint to create an episodic digital video series fea-turing personal conversation with 10 of the fashion industry’s most influential celebrity stylists. Set amid the comfort of a New York City home, AOL.ON will cast a leading industry figure to host 120-190 second “tea par-ties” between herself and her guests.

The digital series will be hosted on the following websites:

•Stylelist.com•Stylemint.com•On.aol.com

Nikki Pennie Soyon An Lindsay AlbaneseNicknamed “PR Powerhouse” (Vogue.co.uk), Nikki is an LA-based fashion expert and stylist.

Soyon An is the two-time Emmy® Award winning costume designer of So You Think You Can Dance and the stylist for American Idol.

Lindsay is a stylist, fashion expert, and celebrity stylist spokesperson for numerous A-level celebrities and brands.

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Potential guests:

beachmint video treatment

Cher Coulter is currently a stylist in Los Angeles and New York, work-ing alongside the likes of Karl Lagerfeld, Francisco Costa, and Alexander Wang. She styled Sienna Miller for her GI Joe World Tour, Robin Wright for Cannes, Orlando Bloom, Jude Law, Jessica Biel, Rosie Huntington-Whiteley, Eric Bana, Michelle Williams, Julianne Moore, Liv Tyler, and has been Kate Bosworth’s stylist since 2006. Cher is also a sometimes fashion editor for Nylon Magazine, Vogue, Elle, Bergdorf Goodman, and Marie Claire, as well as ad campaigns for Diesel, Shisedo, L’Oreal, and BCBG. Her most recent project is a jewelry line designed with friend and actress/model Kate Bosworth, called JewelMint.

Nicole was named #20 in The Hollywood Reporter‘s Style Issue fea-turing The 25 Most Powerful Stylists in Hollywood. Her client base includes Scarlett Johansson, Rachel Bilson, Catherine Zeta-Jones, and Katherine Heigl.

For more than 15 years, Estee Stanley has been creating some of the most stylish looks in Hollywood and around the world. Through her role as a celebrated fashion stylist and later, as a renowned interior design-er, Stanley has created a niche for which she has become best known: chic, effortless and eclectic style. Estee Stanley is a stylist and styles as a team with Cristina Ehrlich. Stanley has an impressive celebrity clien-tele list including some of the biggest names in Hollywood such as Jes-sica Biel, Demi Moore, Brad Pitt, Owen Wilson, Vince Vaughn and Jen-nifer Aniston. Stanley’s work can be seen throughout editorial spreads in magazines including Harper’s Bazaar, Marie Claire and Rolling Stone.

Danielle was a fashion assistant at the New York Times’ T Magazine before becoming an Associate Accessories Editor at Jane. Danielle spent two years as first assistant to stylist Annabel Tollman. Danielle styled Mary Kate Olsen for the 2009 Met Ball who she still works with today.Danielle has worked with some of 7th Avenues most sought after designers including SUNO, Timo Weiland, The Row, Olivier Theyskens for Theory, and Christian Siriano, as well as a wide range of fashion and corporate brands including Stylemint, Textile by Elizabeth and James, Olsenboye for JC Penney, Van Cleef & Arpels and Old Navy.

Cher Coulter

Nicole Chavez

Estee Stanley

Danielle Nachmani

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Potential guests CONt...


Nina learned the ropes by assisting other stylists and studied the busi-ness inside and out before venturing on her own. Nina has worked with such A-list celebrities as Kristen Bell, Eve, Katy Perry and Becky Newton. Her resume also includes working on editorials for Nylon, People, Elle Girl, Vanity Fair and GQ.

Emily created fashion blog Cupcakes and Cashmere on March 14, 2008 where she shares her love for fashion to the world. In her blog, she shares photographs of her stylish ensembles, tasty recipes, and favorite items. She has been described as the original “California cool”.

Kate has a jewelry line designed with friend and celebrity stylist, Cher Coulter, called JewelMint, which launched in October 2010. In 2011 Kate made her singing debut in a Cotton Incorporated’s Fabric of My Life advertisement. She appeared in the short film “Lov” which was filmed in Slovenia and launched fashion designer Vanessa Bruno’s Fall 2011 campaign.

Rachel is played Summer Roberts on the prime time drama series The O.C. She made her film debut in the 2006 film The Last Kiss and starred in the 2008 action/science fiction film Jumper. She is currently starring as Dr. Zoe Hart on The CW’s Hart of Dixie.

Nina Lenders

Emily Schuman

Kate Bosworth

Rachel Bilson

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potential guests contd...

target audience: females ages 18-35

-Kate shares an apartment in an American city with her best friend from college.

-Kate is responsible, energetic, fun, and “with it”. She is independent, smart, kind, and stylish.

-Kate remembers her small town childhood fondly, but is grateful she moved away when she did.

-Kate is intelligent and successful, but has struggled with mild indeci-sion in her life, relationships, and career.

-In the next few years, Kate hopes to be having children. Kate is dedi-cated to her job, boyfriend, and friends. Kate visits health clubs, sports bars, night clubs, and dinner parties. She spends the majority of her cash on social events, beauty products, clothing, and accessories.

-Kate understands digital space and uses the internet on a regular ba-sis. She has many social networks, and is an avid tech user.

Kate Needs: INSPIRATION, STABILITY, SOCIAL INTERACTION, ROMANCE, FUN, HAPPINESS, RECOGNITION AND VALIDATION

Kate Expects: CREATIVITY, OPTIMISM, MODERN TREND, PROFESSIONAL PRESENTATION, KINDNESS, REASONABLENESS, ELEGANCE, CONSIDERA-TION

Kate hates: DISCOURAGEMENT, A MESS, IMBALANCE, REJECTION

Kate Johnson

• 26 years old• Office Job• Engaged

The Olsens have a clothing line for girls ages 4-14 in Wal-Mart stores across North America, as well as a beauty line called “Mary-Kate and Ashley: Real fashion for real girls”. The Olsens have also launched their own couture fashion label, “The Row”, named after Savile Row in Lon-don. In 2007, they launched Elizabeth & James, a contemporary collec-tion inspired by many of their unique vintage finds and pieces in their personal wardrobes. They have also released a women’s clothing line for J.C. Penney, called Olsenboye, and a t-shirt line called “StyleMint”

Mary Kate OlsenAshley Olsen

Concept:AOL.ON places viewers in the heart of celebrity style and fashion, New York City, offering an inside glimpse into the lives and routines of major industry professionals. Our host- a chic, energetic, coquettishly charming “older sister” invites her enormously successful friends over to chat about life and living over tea and tidbits. The topical content of these visits will center upon day to day subjects relating to living a healthy and successful life style, and will not focus entirely upon the guest’s careers as stylists, models, designers, bloggers, or industry leaders.

The guests and speakers, although immersed in exciting schedules and careers, are real people, with real lives and honest personalities. They relate with our host as equals and friends, and share in conversation without any sense of interview, survey, exclusivity, or pretence. The series will promote freedom of transparency and nonchalance in an otherwise guarded world, where celebrities and luminaries chat and confess about real life scenarios - being too lazy to exercise, trying a gluten free diet, hating skinny models, being a bridesmaid in a close friend’s wedding.

The thematic development of the series will include light refreshments and comfortable living. A point of de-parture in establishing this ambiance and aesthetic will be tea culture, with each episode setting guests to rest over a pot of tea. The series will draw upon universal variations in tea culture, with each episode employing a different style of consumption.

The production location for this web series will be set amid the welcoming comfort of a high value Manhattan apartment. Activities will include sitting at the table, relaxing on the couch, sun bathing on the roof.

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location


location contd...


Art direction


AOL.ON will take care to supervise and unify the visual elements of each episode under a common theme of cleanliness, comfort, success, and happiness, with a trend towards hip and transitional youth culture. AOL.ON will present a portrait of successful living, using such things as dress, objects, furniture, and installations to communicate a sense of summer, familiarity, open dialogue, and casual elegance.

GOOD! Hip and cool outfit, easy daytime vibe, casual rings and jewelry.

NO WAY! Too formal, congested night wear, old fashioned, cookie cutter classy.

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Art Direction Cont...


Art direction CONT...


Modern color palette, washed out cleanliness, natural sunlight, summer

speaking points:


AOL.ON will strive to keep conversation between guests and our host centered upon day to day chat. The video series is a slice of life, not an episode of the view. While not scripted, each episode will touch upon a speaking point in the same range of importance/severity/depth/critique as the following examples:

What is the cheapest flight out of New York for a short holiday? Where should we go?

What’s your favorite place in New York?

What’s on repeat on your playlist right now?

What is your current state of mind?

What means happiness to you?

Tell us about trying a gluten free diet?

NY v. LA v. Chicago v. Miami v. New Orleans, etc. What are the cool cities? Which is the best? Which neighbor-hood?

What’s it like being a bridesmaid?

How did your friend propose to his fiancé?

Do you style your boyfriend?

How was your ten year high school reunion?

Has being a stylist ruined shopping for you? Tell us how?

Do you use a bicycle in the city?

After styling other people all day, how do style yourself? Is it difficult to define your style?

Which neighborhood do you live in? Tell us about it. Ever hang out in Williamsburg? Hoboken? Harlem?

Ever thought of grad school? Where, why?

Ever had an awkwardly deep chat with a cab driver?

What are guys like at the gym?

What are some cool and alternative wedding ring ideas?

UPSHOT: Easy, low key, chit chat.

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AOL.on / beachmint web treatment