Lauren MitchellN0299038

ALEXANDER McQUEENFashion Film

ALEXANDER McQUEENFashion Film

Film captures the imagination of viewers, and can tell a story or share a message in a way that no other communication medium can. This is the reason why film provides an instant connection with the viewer, and why film in advertising and branding is much more effective than photography, and can be an effective tool that may dramatically increase a brands profile.

Music and film together are powerful creating a memorable and impactful piece that can excite the viewer more than a still. A film that catches the imagination of viewers can become an internet sensation and be passed around to viewers all over the world.

The Power Of Film

The Power Of FilmThe Brand & BudgetAlexander McQueen is a luxury fashion House known for pushing the boundaries of conventional fashion. McQueen was one of the most influential designers of his generation, seeing beyond the traditional role and design of clothing and creating collections that questioned everything from politics to the environment.

Today, despite the absence of McQueen himself, the brand still embodies these founding characteristics remaining a strong and influential design house, creating clothing that is iconic and desirable.

BudgetAs a luxury fashion brand there will be a very high budget of around £9,000 for the shoot and production.

The film Setting Set at dawn in the misty formal gardens of an abandoned stately home.

Story

A young man is seen furtively creeping through the formal gardens of the stately home. As he explores, figures of women appear from behind trees, statues etc. They are dressed in some of the most iconic McQueen dresses with ghostly make-up. The man turns but nothing is there the women are gone, he carries on uneasily glancing behind him. This happens in various locations such as tree lined path, fountain , walled garden etc as he carries on through the garden know-ing that something or someone is watching him. As he makes his way through the gardens the ghostly figures keep reappearing as if they are following him.

He enters the house through the great door and climbs the formal staircase. After checking in several rooms with the women appearing and disappearing ( each time in different dresses) he appears more and more uneasy.

Finally the young man finds a cupboard. He opens it to reveal the bronze McQueen skull. He takes it from the cupboard, he turns around and finds he is surrounded by the ghostly

The Idea, Rationale & Medium

figures dressed in McQueen dresses. One woman steps forward and takes the skull from him then disappears. He is left alone in the room a shaken man.

The film then reads Alexander McQueen 1969-2010.The film is a celebration of Alexander McQueen’s work, showing his most iconic dresses. The film embodies McQueen’s as it is touches on many of the themes that occurred time and time again in his work. Such as the dark and disturbing whilst being a slightly romanticised ethereal spectacle .

Purpose of the film

The film will be used to mark the 3-year anniversary of McQueen’s death (2013), as well as to promote the brand and new collection. The film will be shown at London Fashion Week in February 2013 before the McQueen catwalk. It will then go viral on the Alexander McQueen website.

By having the film as both a film and a viral will ensure a large amount of coverage by both magazines, bloggers and by word of mouth.

By launching the film at London Fashion Week it maintains the high fashion exclusivity that comes with a luxury brand. It also creates hype from the public as they wait for it to go viral so that they to can see the film.

Location

The film is set in a neglected and abandoned stately home, both in the grounds and in the building. The film will have a number of different locations within the grounds and house as the male lead moves through the building. Knebworth House and Chatsworth House have been chosen for location.

Garden location scenes can be seen opposite.

There will also be a number of different scenes within the building with a range of locations. The stately home/ creepy luxury setting is typical of many of the Alexander McQueen catwalk shows. It is extravagant yet slightly unsettling which embodies McQueen’s shows at fashion week.

Atmosphere

The film will have a dark and eerie atmosphere whilst having beautiful clear cut shots.

Cast The film consist of one male lead and 5 female ethereal figures.The Male lead will be played by Christian Gajdus, as he has a rugged look which will contrast well with the female characters.

The female characters all have to have a similar look with strong bone structure and deep eyes.They will be played by :• Alex S• Siri Tollerod• Caroline Rausch• Nasia Mylona • Liza Berggren

StylistStylist Karl Templer will be used, he has previously worked with Lee Alexander McQueen. Karl Templer has ability to create visually beautiful outfits whilst having a dark edge. This would work well in the film and his previous work with Alexander McQueen will ensure a strong film that reflects the brand.

Costume The male lead will be wearing an Alexander McQueen 3 piece sharp tailored suit to celebrate Alexander McQueens training at Saville Row.

The female characters will be wearing some of Alexander McQueen’s most iconic dresses, to celebrate his work and contribution to the fashion world.

Make up Make up artist Val Garland will be used, as she has created some strong iconic looks and has worked on fashion films before.

PropsThe film will use the furniture and pictures that are already in Chatsworth house. The only additional props that will be needed are a bronze skull and a cupboard.

Photographer Photographer Steven Meisel will be used due to his strong style and ability to create beautiful and striking images even with a dark overtone. He regularly works with luxury brands and has worked on a fashion film for Balenciaga.

Below are some examples of his work.

Cinematographer The film will use award-winning cinematographer Mark Wareham. His use of creative shots, edgy locations and dark atmospheric films means he will best capture the essence of the brand.

Music The film will have the song By Bye Baby by Ivy merging into Smells like teen spirit by The String Quartet in order to build tension.

These are the songs which you are currently listening to, they will form the soundrack of the film.

StoryBoard

• Shot of sunken garden in Chatsworth house • See a man creeping through – shot from above • Close up of mans face • He moves past a pond covered in algae and leaves- it is drenched in moonlight – camera follows him from behind• As he turns away the algae separates to reveal a woman floating on the water dress 1 - shot from above the pond • He spins back round to see the weeds spread back over the pond • On edge he makes his way up the steps to the formal gardens

• He walks across the misty formal gardens- camera follows from a distance –as he walks between the trees• A patch of mist behind him changes into a woman wearing the white dress (dress 2)• Close up of mans face with the woman just behind him• He turns to look • There is just the thick mist - shot of mans face against the misty gardens

• It begins to thunder • The man sees the house not to far off and heads towards it – camera shot of the grand house with a dim glow inside • As the man starts to hurry to the house Lightning strikes just in front of him – shot from behind him• The lightening forms the shape of a woman wearing dress 3• He runs to the house

The House of Alexander McQueenSong begins to play

The song transition

Heavy percussion in the song

• He hurry’s past the walled entrance which is covered In flowers shot from the side• From the flowers out steps the woman in the dead roses dress (Dress 5)• He opens grand door – shot from behind• Inside the dully lit house he moves uneasily though the grand entrance hall- shot from the front• On the wall are stuffed birds and animals in glass boxes• The man stops- the camera moves around him to reveal that the birds are attached to the woman in the bird dress (Dress 4)• He doesn’t turn around • He approaches staircase• He starts to run up the huge staircase and into the upstairs room – camera at the bottom of the stairs watches him go • Once inside he goes to a black cupboard in the middle of the room

• The man Opens the cupboard- shot looking out from cupboard • Finds the Alexander McQueen skull inside• He turns round • 5 of the models emerge from the shadows the middle girl with her hand outreached for the skull• Final shot – the 5 models standing the middle girl In the flower dress holding the skull-text come across to read “Alexander McQueen 1969- 2010”

Running time 3 minutes

Heavy percussion in the song

The eerie sound effects in song

Song fades down

StoryBoard