UNIT 7: MEDIA ENTERPRISE

Learning Aim B: Statement of Intention

One Kind London

One Kind London is an independent clothing brand that aims to reach to the top and
become one of the United Kingdom’s leading clothing companies. In order to do this, I
will be promoting a few clothing items and accessories from the company worn by
models and celebrities, along with its shoes customization through a promotional video.
How I will attract my set target audience would be through the montage and the song
“Pumpy” by Swarmz as the song is renown to teenagers and young adults. The clothes
that I’ve chosen to use in the videos are clothes that I’d generally wear to push towards
the age demographic of 16 to 21 year olds.

My promotional video will meet all the requirements of the brief, and will be done as a
montage, using past recordings of celebrities that have bought and promoted the brand.
To showcase celebrities promoting the brand, it allows me to go into more detail with
the editing. There’s a video of comedian ‘Yung Filly’ who had recently bought a phone
case from One Kind London, that I will use at the beginning of the video recording
before the music and other shots play. This is to create interest to the audience as most
people who are aged 16 to 21 will be able to recognize the celebrity. I also have
purposely chose the song “Pumpy” by Swarmz solely because the rapper ‘Cadet’ is
seen wearing a custom Gucci mask that was made by One Kind London. Just like a
Nike advertisement would do, instead of focusing on the pricing and such, the video will
be showcasing the items that are made by 1KL. This suggests that people who are
interested will go on the website or Instagram page and find out more themselves.

To plan what shots I must create, I have tasked myself to create a storyboard of each
clip that I intend to make so I have a clearer mind when the shooting starts. The
products that I will be using is created by a single designer, making every item with care
and precision. I must display this in the promotional video to show the viewers that the
company isn’t a huge company and proceeds to show how the designs are made and
such. The aim is to let people know that although the product is made by a single
designer, it is done with a lot of professionalism, making sure every item is done the
exact same.
To plan what shots I must create, I have tasked myself to create a storyboard of each
clip that I intend to make so I have a clearer mind when the shooting starts. The
products that I will be using is created by a single designer, making every item with care
and precision. I must display this in the promotional video to show the viewers that the
company isn’t a huge company and proceeds to show how the designs are made and
such. The aim is to let people know that although the product is made by a single
designer, it is done with a lot of professionalism, making sure every item is done the
exact same. My first location that I’ve thought about is the recording studio as the
lighting can be changed to whatever I require it to be, for example, making it darker will
create a sense of mischief and mystery whilst wearing the items. However, I have
considered to make the room slightly red as it symbolizes strength, power and even
determination. I want people to feel strong, powerful and determined when wearing One
Kind London clothing.

Another location that I want to shoot is outside the school since there is a lot of housing
nearby. I’ll be recording the models posing with the One Kind London clothes, allowing
the video to have different scenery to refrain from using the same location over and over
again, making the promotional video dull. In addition, the settings of a residential area
would suggest the clothing brand is mainly streetwear.