LISOF

Nicework was approached by Breinstorm to create a digital prospectus for the London International School of Fashion (LISOF). Using over 30 000 photographs of students and fashion-related imagery, combined with interviews, we created a 4-minute video artwork that truly encapsulates the bespoke and progressive skills that LISOF offers its students.

To download the PDF click here.

Client: London International School of Fashion (LISOF)

LISOF has earned the reputation of being one of the most progressive fashion schools on the African continent. Established in 1993 by founder Shana Rosenthal, the school has fast become fertile ground for the development of South Africa's top fashion designers, stylists and merchandisers.

Services:

Design, Animation, Photography

Discovery:

LISOF approached creative agency Breinstorm to come up with a concept for their prospectus. They wanted their prospectus to reflect LISOF's forward-thinking approach and to stand out from other tertiary institutions.

Breinstorm conceived a digital brochure based on the 13 concepts that encapsulate LISOF as an institution. They were:

• Spirit
• Space
• Craft
• Accident = Miracle
• Mutate
• Breathe life into ideas
• Detail
• Repeat
• Be the best on the continent
• Brown paper
• Destroy/Create
• Engage your madness
• Weave order and case

Given our respected reputation in the field of design and digital media, Breinstorm approached Nicework to execute the brief.

Brief:

• Create a digital brochure/corporate video for LISOF that would function as a prospectus for potential students
• The creative treatment had to be focused on the 13 concepts outlined by Breinstorm and had to reflect the visually-orientated approach of LISOF

Challenges:

• Nicework had a very limited budget, however we were given free reign to make a final creative product that truly stretched our creative boundaries.
• The final outcome was largely unclear right up until the end of the creative process, so Nicework had to work in an agile and organic manner to make it work.

Tackling the brief:

Instead of a traditional corporate video, Nicework decided to sequence a series of still photographs to tell the visual story of LISOF. We wanted to capture the rich textural quality of the materials and tools used in the fashion industry, so we opted to use a soft focus and a shallow depth of field.

The visual nature of the presentation was tailored to appeal to young and vibrantly creative individuals with an interest in fashion. So Nicework decided to visit their target market. We visited LISOF and photographed students, their fashion designs and other elements related to the school. A rooftop shoot in downtown Johannesburg was set up where we created a number of creative treatments using garments and fashion students. We even wrapped an intern in brown paper!

At the end of the process over 30 000 images had been captured by our trusty Nikon D2.The photographs were then sequenced into an animated video overlaid with graphic design elements. These image sequences were interspersed alongside interviews with key members of LISOF and successful graduates, to provide more background and context to the courses and skills LISOF offered.

By approaching the creative process in an organic manner we were able to create a beautiful 4-minute video artwork that is the sum of the creative collaborations we were involved in. Many voices were heard along the way and we feel the final product truly reflects the diverse range of creative individuals in the LISOF program.

Result:

• A very happy client
• A final product that encapsulates the bespoke and progressive approach of LISOF
• An attractive and engaging digital prospectus that excites potential students
• An on-going professional relationship with LISOF
• Relationships with other clients as a result of the video

Credits:

Designer: Ross Drakes
Animation and Compositing: Ross Drakes
Photography: Andrew Wessels
Director: Andrew Wessels
Audio: MTKIDU
Agency: Breinstorm