The Subtlest Brand Video that Made a Splash

Meet Daniel Swan, almost a nameless filmmaker, now sort of known... through creating a brand video for an almost nameless brand, Cottweiler.

 *** Photos of Cottweiler looks from Cottweiler Instagram *** 

Before I launch into my blurb, I must have you go through a taste of Daniel Swan.

BYOB BERLIN from daniel swan on Vimeo.

AVA CATHERSIDE SS14 from daniel swan on Vimeo.

Okay... Are y'all back to reality? That was a trip, eh!? Nice. Now calm your nerves and recollect your synapses. In similar fashion to the very last video, Swan created TIME SHARES for Cottweiler's SS15. Now online as a Dazed Digital Exclusive, it was originally featured in an exhibition at the Institution of Contemporary Arts in London. The greatest part of the video is its almost non-existent storyboard yet each of the twenty-one ingredients of Cottweiler's SS15 collection is showcased in the video's simulated environment. Did you catch that? SIMULATED. Dazed states that "Time Shares reflects one boy's journey, developing his perception of futurism into a place where organic matter can directly affect him," and this is a short and powerful sentence that the viewers can also emphasize with.

** Unfortunately... Time Shares cannot be embedded into this blog post due to it being an exclusive thing to Dazed Digital. Hence, I recommend you to CLICK THIS LINK AND WATCH EXHIBIT A BEFORE READING ONWARDS TO FURTHER BRANDING-RELATED REMARKS.

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So... how does all this art-talk relate to digital marketing? 

Well, this is an explicative example of our modern time's ability to create a full circle of imagery and associations through multiple channels of absolutely no relations--in this case, the channels are video, clothing, print publication, and physical location--to ultimately influence consumers. We get here by taking a deeper journey than just enjoying the aesthetic elements; we are done licking off the icing now, so let's take a bite into the red velvet cupcake.

First, we analyze the channels that I have mentioned above.
VIDEO: Experimental British filmmaker, Daniel Swan.
CLOTHING: The British menswear brand, Cottweiler, which designs anti-British and totally colourless collections.
PRINT PUBLICATION: The British magazine Dazed's counterpart, Dazed Digital's exclusive premiere of Swan's SS15 Cottweiler film.
PHYSICAL LOCATION: ICA, the radical yet most ideal British venue to showcase this avant-garde combination of fashion, music, and film.

The common theme? "British Power."

Second, we look into the associations of each portal/outlet used.
DANIEL SWAN: Super underground, slow, secretive, unknown, mysterious, talented, musical, experimentalist...
COTTWEILER: Simple, minimal, beyond hip, blasé, indifferent, casual, coveted but not gonna share it...
DAZED DIGITAL: Fast, alternative, informational, sick, no fucks given, offbeat, the well-curated "weird part of YouTube"...
ICA: Radical, London, art, culture, life, breaking boundaries, independent, attitude...

The common theme? "I'm beating you at everything that you are trying to do but I'm never going to let you know that I am because I'm too cool for that." Is that too wordy? How about... "Seek us and be rewarded." That's maybe too abstract. Hmmm. I'll give another go at creating a theme... "Underrated Brilliance"...?

Have you caught on to it yet? The internet and the ease of content sharing enforces that every single consumer touchpoint in relation to the brand is a critical factor. That the channel, the how's of getting there, and the knowledge of where your target market exists online plus how they behave is the key. Maybe being sensitive, intuitive, and quite distinctive artists themselves, Cottweiler achieved such a successful and fully-embraced branded campaign.

The response is measured in all micro-micro details (eg. personalization) while the execution has to be on a grand scale: In the film itself, everything screamed Cottweiler while the brand itself stayed hidden to the public view. By having an installation at the ICA, the film gained credentials in the highly selective culture world, gaining the opportunity to be featured in Dazed Digital. They then chose quality over quantity (engagement vs. reach) by having Time Shares be EXCLUSIVE content, thus gaining impressed viewership (me!).

Previously a devout follower of Dazed, I'm now following Swan & Cottweiler's pages on like every channel. #ShamelesslyAdmitting. Maybe the style is more about what I like... But in the end, they have my faith, following, and blog post, hehe. #PowerOfContent

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hot power women kills

This post is dedicated to all the POWER women out there killing the world-

I really should go over which editorial and which magazine each are from.. But I'm lazy this afternoon. Plus, I'm at my MIS group meeting and I really shouldn't be blogging. Woohoo !! In case you don't know what MIS is, it is a mandatory commerce course I must take, short for Management Information Systems. It's quite awful and I learn about data and technology, how to make tables and diagrams, and IT implementations in business. EEEYUUCKKK !!!!!!!!!!!!!!!

ARIZONA MUSE in denim in Dazed & Confused. Lookin' good with arms crossed. She says, "don't bother me; you ugly !" She actually didn't say that.. those are obviously fake captions that I make up-


ABBEY LEE KERSHAW



LARA STONE + GISELE BUNDCHEN for Vogue US's shape issue ~ We all know that Lara has been working out for she looks GREAT these days and more chic and edgy with the newfound slimness (more like FITness !!) and Gisele... Well she's a martial arts + yoga addict. What do you expect for a MODEL MOTHER, right !??! LOOLLLL



JOAN SMALLS looks good even with an afro. V Magazine, feel her fierceness. Photographed by Alasdair McLellan and in clothes of SS 2011.



LIU WEN in April issue of Vogue China. SO GLAM VINTAGE. My fingers itch for those Moschino and Alexander Wang pieces. MOSCHINO MEEEE MOSCHINO MOSCHINO OW OWWWWWWW-



HANNAH HOLMAN in Metal Magazine. Glam rock yeah yeah !!!! Jason Wu yeah yeaaahh !!!!!!



Source: fashiongonerogue

T - 2 DAYS

IS MY ECON MIDTERM !! YAAAY !! HARDCORE STUDY TIMESS !! I really really really really really don't like how this week is unfolding though. I better be rewarded this weekend. So sick right now, can't control my manly voice changes. UFFUFUUFUFU. Call me, kiddums, and you'd think you got a wrong numbaaaa WOO HOO !!

I don't really watch TV. But I thought this was the cutest picture of the cast of Friends way back when, published in The Rolling Stone. I LOVE PHOEBE !! <3333333

On a side note, I started watching Glee. I'm on like episode six or sth like that of the first season.. I fell asleep in my chair whilst watching it the other night. I've got this video player thingie from Korea that automatically moves on to the next episode. It's TOO GOOD AND EASY to waste time watching shows or even movies. LOL.

FONTS MADNESS !! I believe both of these are from Dazed & Confused. These fonts KILL. You don't understand. They transcend our time. JUST WATCH THEM BECOME THE CALIBRI IN 10 YEARS. WAGAHGHAGH.



Remember the pioneering Alfred Hitchcock !? He made all of those thrillers and dramas back in the day. Starred in most of them, too. They're still good classics to rewatch, but slow as hell. And the action sucks. We are truly spoiled these days with all the glorious things that can be achieved through some high quality CG.


I LIKE THIS GIRL. And what she's carrying. Couple more blankets and perchance a stray cat would perfect this look.


LASTLY.. THIS PICTURE IS SO CUTE AND ..INFORMATIONAL !?!???!?! LOL
Shows us the silhouettes of fashions in decades, reaching back all the way to 1775.


Hope these pictures were some sort of fun to y'all. :) :) :)
I figured something out last night when I was blogging. I figured that us bloggers like to post videos. Music videos, trailers, vlogs, or what not, but the readers don't click on them much, unless they look FASCINATING ~~ Ahahahhahaa. DO YOU !? CUZ I CERTAINLY DON'T. Usually the music ones. But just when the screen cap of the video features GREAT JUNK. BUT WE ALL LOVE PICTURES !! DON'T WE !? Not even really the captions. BUT EYE-CATCHING PICTURES.
Yeah.
That was sort of my epiphany of the day last night. Therefore, I'll try my best to blog more PICTURES + IMAGES than long posts of endless vids. Ahahhahaa.

OFF TO STUDYING MORE MACROECONOMICS I GO !! +0+ !!

analee, becuseimaddicted, dazed&confused

Asian Flashbacks

Summer's here. Check out G-Dragon, one of my favourite Koreans.


Summer's here. Check out Vogue Nippon and their tasty editorials. Tasty meaning delicious to my eyes. Vogue Nippon produces the editorials that I end up referring back to for whatever the reason, unlike Vogue US which produces boring ones - usually.
Editorial's called, Just the Two of Us.








Frida Gustavsson in more Vogue Nippon editorial. Frida is so angelic that I'm sure that she was sent by God himself from heaven to share her beauty with the beautyless.








STREET SNAPS. The thing that really riles me up is the fact that even though I gave my all studying Japanese this past year, I forgot so much kanji that I can't even read anything much. I thought I'd be able to. FML.


MODEL LOVES: SHU PEI + LIU WEN (More Liu to be posted later)


DAZED AND CONFUSED JAPAN.. Thomas Penhouse shot by Ben Toms. Menswear is not my guilty pleasure, it is my very explicit pleasure. I think I enjoy reading GQ way more than NYLON. No offense to Nylon lovers, but I feel as if Nylon is the same issue reprinted every month. BO-ring.
PS. This male model, Penhouse, hurts me with his bony beauty. I love him. He makes the hard-cut suits look so delicate.



And on the way back from my friend's today (we played RockBand 2 + Mario + MarioKart ALL DAY LONG ..and ate like pigs, too) we talked about Slamdunk. This got me all pumped up for manga reading, so as soon as I entered my house, I super-glued my ass to my chair and read Bakuman to save yet another page featuring my 2D love, NIIZUMA EIJI !! LOVE THIS CHARACTER. He plays with toy figurines and is a genius, need I say more !?

fashiongonerogue, naver, tfs, dropsnap, onemanga, fashionisto

asian boys

come for this round of asian boys (or asian mens editorials)----
featuring ! g-dragon, first ever korean crush, from Vogue Korea & jacob coupe from Dazed & Confused Japan by Lennix

likes: prints & ridic amounts of makeup on some pretty looking boy
loves: layered suits, wow. its just so japanese hipster mmm :)

some kpop fansite.. and fashion copious