YCN/Ted Baker Brief Part 3

Here’s a video we shot of the setup, to give you an idea of how it worked:

Unfortunately it’s on Youtube for the moment is Vimeo is being Babo(Stupid) at the moment

and here’s a digital mockup of the final shop window, Image and Video:

YCN/Ted Baker Brief Part 2

So after we came up with the concept etc, we went about making the display. Rather than just having this as a a digital piece, we decided we would physically make a mockup of the shop window.

We decided we would have an animation on loop projected onto a screen from behind.

So from the shots you can see the preparation, from making the screen for the rear projection, adding the sand for the beach, making the cardboard animals, projecting the animation and adding lights.

YCN/Ted Baker Brief

Well here it is as promised

So Matt Whitewood and I decided to enter the YCN Teb Baker Competition, here is slightly shortened version of the brief for the competition:

What’s Autumn all about?

Whereas summer has a multitude of themes to play with, Autumn is a bit more limited. Just think about how many store windows have leaves in them come September/October. We need something distinctly more interesting than this. We could even ignore the fact it’s Autumn completely. Everyone has a calendar and knows when the season’s change. So perhaps a celebration of new Ted Baker collections is more apt. Or something completely different.

Your creative thinking should:

• Capture the irreverently British humour of Ted Baker.
• Make use of Ted Baker store windows as its primary vehicle.
• Utilise other media – digital, ambient, etc – to bring the idea to life, but not traditional press or TV advertising.
• Propose in-store materials that continue the theme – fun giveaways are particularly important.
• Put a smile on people’s faces.
• Get people into stores and looking at the new Ted Baker collections.

Who is Ted Baker and what makes them different?

Whereas much of the fashion world takes itself oh-so-seriously, at Ted Baker we prefer to have a bit more fun. Of course we take great pride in making beautiful clothing and accessories. In fact, the detailing on any item bearing our name is second-to-none. It’s just we think that fashion and shopping should be fun and inclusive. Everyone deserves the right to look splendid. As such, Ted Baker is less a snooty elite club and more a well-groomed family.

So we decided that we would try and come up with a humorous and very British solution to the brief.

We also decided that we didn’t want to make this a depressing Autumn/Winter display so we decided to do the exact opposite and try and incorporate something Summery. So after  a bit of brain storming, we came across this idea:

To incorporate the Summer aspect and something quintessentially British, we thought about all the animals, birds etc that hibernate in the cold Autumn/Winter months. We decided that we would make a list of these animals, birds etc and try and make some illustrations of them.

Here’s some of my illustrations:

So this is the text explaining our solution:

The Concept:

Rather than having something Autumn/Winter in appearance, we have decided to do the opposite and use something summery. What better to see in those cold Winter months than something warm and cheerful?

The idea is that all the quintessential British animals/birds etc that hibernate/migrate for Winter, all actually go on their holidays to escape those cold months.

So the shop window would be turned into a postcard featuring all those animals/birds, with them all “wishing you were here” in a true British postcard style, with them all enjoying their holidays.

The Characters:

Hedgehogs

Badgers

Mice

Frogs

Tortoise

Squirrels

The Look:

We wanted a nice mixture of handmade and digital. So we made the animals as cardboard cutouts, (these could all appear in store on their own, even wearing part of the new Ted Baker range in the same illustrative style as the animals). For the background, we have used the same illustrative style, only this time rather than being static we have animated the sea, sky, sun and a few animal’s enjoying the sea! This is then projected from the rear and looped.

To give it that authentic beach look, the display floor will be covered in sand.

Lighting

When it becomes darker outside, spot lights which will be hidden in the sand at the feet of the animals will slowly illuminate.

Ted Baker/YCN Brief

Here’s the boards from my collaboration with Matt Whitewood, I’ll write a full synopsis soon and include a few videos soon.

I’ll update the size of these soon, apologies for the ridiculous size