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LEVERAGING FILM WITH PULSE FILMS

The Industry London
19 March 2012

The Industry will be hosting a Master Class at the V&A Reading Rooms on the 28th of March at 5pm. The topic to explore will be the ways and know-hows of leveraging film in the fashion industry.

For the past two fashion seasons more films have opened up catwalks at Fashion Weeks around the globe than ever before; designers have opted out of the traditional forms of presentations on rails and embraced the creativity of visual scripting for their latest collections; films have been used as a medium to introduce newcomers to the scene while elevating those who dominate it further.  At the same time in 2011 Duran Duran's music video Girl Panic heralded the rock group's return while also paying homage to the fashion industry by featuring super models dressed head to toe in emerging British designers. This form of creative communication has contributed to the increase of sales; major beneficiaries are luxury brands such as Burberry and online platforms Net-a-Porter and my-wardrobe. Such are the successes and emotions evoked by film.

A still shot of Industry member and editor of VOGUE.COM UK Dolly Jones interviewing Industry member Donna Ida at Swarovski CRYSTALLIZED™ - filmed by Pulse

But, how does a brand go about creating a successful visual campaign? What creative skills does it require? And, how much does it cost? With the increase of freelance creatives the price to make films has become more competitive. But to what extent can brands cut creativity costs? Is it worth it in the end? And, finally what skill structure needs to be in place in order to guarantee the film's exposure to a mass audience?

Guest speakers at The Industry's Master Class, Sam Sniderman and Joanna Vieira from Pulse Films will be answering these questions to an exclusive audience of Industry members, all professionals involved in the fashion industry.

Pulse Films is a talent management and integrated content production company for advertising, fashion, film, music and TV. Commercial Director of Pulse, Sam Sniderman has worked in the media and entertainment industries in senior executive roles in North America, Europe, Asia and Australia finding ways to use new platforms and technology to engage audiences for the benefit of brands. Joanna Vieira currently co-ordinates Pulse's fashion department, events curation and social media.

MD of The Industry, Courtney Blackman, says 'The power of film can no longer be ignored in the fashion industry. As someone who works closely with fashion brands I am constantly creating story and mood boards that best represent my client. However, the medium is always heavily debated. Should it be film, traditional advertising, catwalk, or presentations? I look forward to hearing what Pulse Films have to say.'

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