Client: Gnostic Jungle
Gnostic Jungle is a London based distinctive footwear brand. They wanted to create a promotional video campaign in order to optimise their profit margins. Unfortunately they did not know where to start – nor did they know the key factors, such as the target customers they wanted to reach with the video.
I decided to film and interview the owners in order to keep a copy for reference. The groundwork had begun! I did some intense research on the origin of trainers/sneakers, quickly realising that there is a vast range of specific names and functionalities – e.g. football trainers, tennis trainers, basketball trainers, fashion trainers, and so on.
When revisiting the interview tape I realised the phrase “I love trainers” came up on numerous occasions. The phrase “I love trainers” mixed with my intense research made me realise: trainers are a lot more than an item we put on our feet – they are a part of us.
I then decided, in order to make this campaign bigger and communicate with the target market I had identified, I would use social media and good old word of mouth. I sent out tweets, Facebook messages, WhatsApp messages and Instagram posts, and had face-to-face conversations, asking individuals to send in selfies with their trainers and a caption to best describe their love for them.
I received an overwhelming amount of selfies, but also received emails explaining in detail what trainers meant to people. A 44 year old who couldn’t afford trainers when he was younger can now purchase any trainers he likes; a 17 year old girl who bought trainers to match the colour of her phone case; a 28 year old who spent his money as a teenager on trainers, as opposed to his peers who would buy cigarettes – his love of trainers kept him out of trouble. This was when I realised once again how much bigger this really was.
The tag line came to me – ‘Soul to Sole’. A person’s soul – a feeling of energy – which connects to the soles of their feet. “What do trainers mean to you?”
There are three stages to the video:
Stage One – The everyday person: 1-40 pairs
Stage Two – The fanatic: 100+ pairs
Stage Three – Gnostic Jungle: They love them so much, they made their own.
Once I had the concept, I wrote a script along with interview questions and a treatment. I hired a cameraman for two half-day shoots and briefed him on the concept and what I wanted to achieve. I then sought out the locations for the interviews.
I knew I had to be meticulous with my directing, and whilst I had trigger questions that I knew would make the interviewees open up and guarantee the filming would go the direction I wanted, I also knew I had to be flexible and open because I wanted their truths – I wanted the viewers to connect with them and wanted the piece to be relatable. The ‘story’ of the film was to be depicted using a series of filmed interviews, which would ensure that the ‘key’ message would be communicated in the final edit.
I then edited the footage to a suitable offline standard; once this was completed I sat in on the online edit with two separate online editors and an audio mixer.
I decided to give the video an urban London rustic feel, which worked great with the bold type characters. The genre of music used was house – one, because it was prevalent at the time, and two, it is very upbeat which drives the video along on that basis – and I also wanted to keep the consistency of urban rustic London.
I produced a successful promotional video which increased their sales by 47%.
Creative / Director / Producer and Editor: Victoria O. Oshodin
Marketing, Research, Producing, Directing, Editing, Copywriting and Motion Design.