01. Background
Our task was to increase brand awareness for the client, accessing parts of the target demographic not already within the fashion industry.
However, by virtue of being an educational provider, the students had remarkably different needs and behaviours.
02. Insight
After interviewing current and former students, we found that what unified the broad collective was the desire for self-development.
Although many were young, a number of students had enrolled after disillusionment in their careers, and were seeking a new direction based on long held passions.
Although well known amongst industry professionals, ASI needed to appeal to those outside the industry in order to fulfil business expansion objectives.Enamoured Iris
03. Idea
Targeting 18-35 year old men and women, we created a highly emotive concept that would manifest the audience’s unrealised hopes and dreams.
Developing the copy “Dream, Style, Inspire”, we set the piece inside a setting familiar to the demographic, offering a vision as to what was possible with the client’s brand.
04. Credits
Concept & Copywriting: Enamoured Iris
Producer: Heath Garvey
Director: Patrick Hassall
Cinematographer: Hugh Turral
Camera Assistant/Focus Puller: Alan Satalich
Data Wrangler: Alan Satalich
Gaffer: Jem Rankin
Project Coordinators: Emma Liarakos, Holly Sinclair
Head Stylist: Lauren Di Bartolo
Assistant Stylist: Erin Kellet
Assistant Stylist: Sophie Giglia
Principal Makeup: Helena Regina
Makeup Artist: Amiee Williams
Makeup Artist: Jacqueline Massevellie
Photography: Darren Keane
Catering: Pearson & Murphys
Edit: Enamoured Iris
Colour Grade: Enamoured Iris
Soundtrack: The Music Bed
Model #1: Andras Kun
Model #2: Ruby Mackenzie
Model #3: Maria Renzhina
Student: Pat Chirico
Student: Tamara Drayton
Student: Paris Wycherley
Barista: Michael Novello
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