Britney Nicoline Kuhn

The last project of my final year of studying enabled me to take control and let my creative juices flow with a fully curated collaboration between ASOS and the Mental Health Foundation exploring the effects of lockdown and coronavirus on mental health. 

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I produced a look book, communications campaign, social media campaign, billboard advertisements, and website advertising to promote the collaboration to raise awareness of the effects of mental health within lockdown. The idea came about from responding to the current climate of the pandemic which is what brands have had to do, they have changed their marketing and products to fit the consumer needs during the pandemic. I feel it is important for brands to be responding to external factors to allow for relatability and progressiveness within the brand, making them more successful. This is what I aimed to curate through my project, the reliability of coronavirus and the uplifting nature of fashion and ASOS to promote positivity, raise awareness and knock down the stigma of mental health. 

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All imagery from the campaign was taken myself, as well as the styling, location sourcing, model, and makeup. This was due to the project being produced in lockdown so therefore unable to meet and collaborate with other creative individuals but this allowed me to create the style of photography I wanted. The look book allowed me to be creative with the layout and design which was produced on Adobe InDesign, further expanding my skills on the software. The social media campaign is where my interest lies due to digital marketing being the main source of success for companies. I produced mock-up Instagram posts and a feed and tweets using Photoshop to curate the content the campaign would post. Also, billboard advertisements were produced in Photoshop to portray the message of the campaign, allowing for further advertising allowing me to be creative and improve my photoshop skills. Finally, this was all explained and promoted through a communications campaign produced on InDesign, displaying my analytical and marketing skills with how a brand promotes a new collaboration through various marketing techniques.