Fashion and Branded Content Explored at ASFF 2016

The relationship between film and fashion is a long and almost symbiotic one, with filmmakers throughout the history of the medium working with design houses to create iconic looks that not only communicate character and story but create era-defining trends.

Today, the talents of filmmakers are in demand more than ever to help brands define their identity in a fast-moving global marketplace which is being constantly redefined by the emergence of new social media platforms and instant feedback from audiences. Rather than a commercial brief being a brake on creativity, this is an area of film where visual imagination truly takes flight, and ASFF presents a programme of speakers with years of experience in creating films and campaigns for some of the world’s best known brands.

Highlights include Video and Visual Concepts in the Fashion Industry (Friday 4 November, 11:30 – 12:30, Fountains Lecture Theatre, York St John University) with Liam Gleeson and Vanessa Breganciano from Hidden Agency, who work with brands including Matthew Miller, Ben Sherman and Puma. They will discuss the process of developing ideas to suit a client’s needs and talk about viral campaigns.

Blinkink were behind the memorable John Lewis Christmas campaign The Bear and the Hare. In Negotiating The Word of Branded Content, James Stevenson Bretton will share his experiences of collaborating creatively with brands, and how to make your project stand out from the crowd of competitors (Friday 4 November, 10:00 – 11:00 Quad South Lecture Theatre, York St John University).

This is also a key theme in Creating Captivating Campaigns (Saturday 5 November, 10:30 – 11:30 Quad South Lecture Theatre, York St John University), where Luke Toyne of Maker Projects will share his experience at creating innovative content and structuring campaigns in order to capture a desired audience, for brands including Adidas, Remington and Revolution Bars.

 To book your place on these masterclasses, visit: www.asff.co.uk/asff2016/masterclasses

Credits
1. John Wright, By the Way. Advertising strand at ASFF 2016.