LOCK TAVERN- PROMOTION PROJECT

For this project we had to capture a mood or vibe of a made up unknown brand, the task was to get a message across without using any fashion as a tool. In my group we decided to try to capture one of our regular nights out; drinks at a bar/club then the dark journey home in the early hours of the morning. I started to look at locations and loved the look of club toilets that have been tagged and graffited all over. We got our models together and had them just drinking and chatting, pretending they weren't on a shoot, we shot on film to get across that in the moment vibe; the picture is taken and it won't be seen til later, you can't make perfect it. We also shot a video which was the main piece of the promotional campaign.

These were 2 concept boards i put together for the locations, you can see a clear grungy vibe in the inside sets and a cold depressing, poorly lit mood in the second set of locations:  the journey home. We did some looking around in clubs and toilets and found the Lock Tavern in Camden who we had to ask permission to film in, but it was approved.

These were our three final shots for the campaign, the picture in picture technique i used in post was to capture that subtle chaos of the night.

This was the final video, I chose a soundtrack that wasnt too dancy or upbeat, just something that would capture the layed back feel of our nights. Once again, to mimic the photo campaign I used picture in picture in post, I used background footage to create this chaos around the main frame, it distracts the viewer, giving them an experience of not being sure where to look, adding to this sense of chaos.