US Polo Assn. Advertisements
Video Editor
Short snappy videos
The project brief required a series of videos showcasing new clothing lines, targeted at upper-middle class youths (18-25) and children (8-12). The client wanted the videos to indicate high quality clothes without creating a feeling of exclusivity or luxury. The videos needed to portray a sense of authenticity from heritage stylings, while individual videos were divided into formal, semi-formal and casual. The overall feel was to be ‘preppy and trendy’. The client required landscape videos for desktop browsers (20-30 seconds long) and portrait videos for mobile (10-15 seconds long).
Process
The process of editing these videos was fairly straightforward. I began by scouring the footage and extracting the best portions that I could stitch together later. Next I selected music based on the emotions indicated in the project brief. Once the music was in place, it was simple to cut the clips to the beat and arranged them in an order that made sense.
Tell a story
Even though there was no narrative here, I attempted to tell a story through mood and action. After that I added some transitions and framing that fit with the brand identity and finally, I colour-corrected the footage to adjust for shifting sunlight and enhance the tones of the clothes.
Adapt and improvise
Due to the nature of the project, it was impossible to have reshoots, so I had to make the best of the available footage. This taught me to improvise and adapt with the materials at hand. These videos needed to fit within US Polo Assn’s broad catalog of existing advertisements, so one of the key takeaways from this project was how to work within brand guidelines set by someone else.
Kids video
Another video for a different target audience, aiming for a different feeling. The music and colour grading were adjusted to reflect this.