I was approached by the Sales team to lead the design of an advertisement for an upcoming issue of Seventeen magazine's US Prom addition. I was so excited to get stuck into this task, since Seventeen is such a worldwide respected magazine!
I saw this task through from start to end. I put in the initial research by looking at past advertisements and the general voice of Seventeen mag and then designed mock-up drafts for approval by higher management. The Sales team drafted up prom dress options which they are anticipating to be popular, hero pieces of the season and I selected complimentary combinations which would be visually effective. It seemed appropriate to select a number of different garments for the one advertisement as this gives the consumer a number of options, rather than alienating them if one dress isn't to their taste. To ensure that the advertisement looked professional and up-to-date with Forever Unique since its rebrand, it became clear that we would need to shoot imagery specifically for the task's use. I was responsible for preparing the garments and studio ready to shoot and dressing the model, then liaising with the Head of Creative to select and edit the final images before constructing the final outcome.
This task relied heavily on communicating with higher management who had secured our space for an advert in the magazine. This was often challenging at times as the communication was often one-sided; I had been left out of e-mails which would have been beneficial for me to be CC'd into so I was often unaware of criteria and important information. One last minute addition to the advertisement which had been arranged and agreed upon without my knowledge by management was the inclusion of a Snapchat QR code which would take readers directly to the Forever Unique website to shop instantly. This is a really interesting example of digital/social realms merging with print press - especially at a time when print press often appears to be declining into extinction, what with the closure of several women's print magazines in recent weeks.
I can't wait to get my hands on this copy of Seventeen Prom so that I can add it to my small but ever-growing collection of magazine contributions!
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