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    The document appears to be a marketing plan for a fashion brand called Xenos. It targets young women aged 20-25 and encourages breaking traditional fashion norms. The brand's mission is to align with trends and reinvent itself over time. The core values are respect for diversity, confidence, youthfulness. The document includes details of a TV commercial campaign for the Fall/Winter 2023 collection called "The Crack". The commercial tells the story of a doll breaking free from being controlled by depicting her desire to express her own unique style. It aims to motivate girls to break rules and step out of their comfort zone.

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    Fashion Media Communication

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    The document appears to be a marketing plan for a fashion brand called Xenos. It targets young women aged 20-25 and encourages breaking traditional fashion norms. The brand's mission is to align with trends and reinvent itself over time. The core values are respect for diversity, confidence, youthfulness. The document includes details of a TV commercial campaign for the Fall/Winter 2023 collection called "The Crack". The commercial tells the story of a doll breaking free from being controlled by depicting her desire to express her own unique style. It aims to motivate girls to break rules and step out of their comfort zone.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    265 views13 pages

    Fashion Media Communication

    Uploaded by

    mk.ngochuetran2001
    The document appears to be a marketing plan for a fashion brand called Xenos. It targets young women aged 20-25 and encourages breaking traditional fashion norms. The brand's mission is to align with trends and reinvent itself over time. The core values are respect for diversity, confidence, youthfulness. The document includes details of a TV commercial campaign for the Fall/Winter 2023 collection called "The Crack". The commercial tells the story of a doll breaking free from being controlled by depicting her desire to express her own unique style. It aims to motivate girls to break rules and step out of their comfort zone.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 13

    THE CRACK Xenos Team Break the rule make fanciful in style

    Save the happy moment with us tonight ?

    FASHION MEDIA
    COMMUNICATION
    BRAND STORY
    WHO
    XENOS targets young female customers aged 20-25
    who exude confidence and openness. With trends like
    the IT Girl phenomenon and fashion movements such as
    Barbie core, mermaid core, or denim on denim, break-
    ing away from the traditional fashion norms perceived
    by “adults”, Xenos carries the message “Your life, your
    style,” encouraging young individuals to live for them-
    selves and confidently transcend societal stereotypes,
    establishing their own unique style that makes them
    feel their most confident.

    Xenos Team
    THE CRACK

    SLOGAN
    Make fanciful in style
    MISSION
    Developing a brand that is closely
    aligned with the trends of the era,

    TAG LINE
    evolving and reinventing itself with-
    in each cycle of fashion transforma-
    Your life, your style tion.

    VISION
    The brand aspires to create a fash-
    CORE VALUE
    Respect for diversity
    ion environment that is distinctive Confidence and openness
    and unique, showcasing the strong Youthful and contemporary
    fashion identity of young individuals
    in this digital age.
    THE
    CRACK

    The fashion TVC spreads the message “Break The Rule” - breaking
    the limits of oneself and instilling motivation in girls who desire to
    step out of their comfort zone but lack the courage to do so.

    The TVC is a promotional campaign for the Fall - Winter 2023 col-
    lection titled “The Crack”, which embodies a sexy style aimed at
    unique and bold girls who dare to express their strong and daring
    fashion identity in the digital age.
    SCRIPT

    The story of the process of “breaking the rule” of doll character A living in a toy world where A
    is controlled by the player from makeup, dressing to hobbies by their owner. A lives according
    to the rules of the player and is controlled in every aspect, but deep inside, there is a desire to
    be oneself, to do what one likes, in one’s own way. A’s only joy is watching their favorite fashion
    TV show and admiring confident and free models in their outfits. Over time, a desire for free-
    dom has formed within A.

    In the toy world, the old is always replaced by the new, and A is no exception. After the own-
    er gets a new doll, C, A becomes the forgotten doll in the eyes of the owner. A looks over at B
    (an older doll than A), accepting being phased out and forgotten in the corner of the shelf. A
    doesn’t accept their fate like B; A stands up to resist. One midnight, A steps out of their box,
    wipes off the makeup and adjusts their hair and clothes. A designs clothes for themselves, in-
    spired by the fashion TV show they’ve watched repeatedly. A is radiant and full of confidence
    after putting on the outfit they made themselves.

    Doll B in the neighboring box watches as if A is the role model she has always dreamed of. Doll
    A sticks an invitation card on the wall. As if inspired, all three dolls seem to know what they
    want. They appear at the party, dressed gorgeously and dancing to the music. Suddenly, the
    sound of an elevator starts, the sky brightens, and all three stand still.

    make fanciful in style


    STORYBOARD
    CREW
    DIRECTOR Xenos Team
    SCRIPT WRITER Xenos Team
    PRODUCER Xenos Team
    CAMERA OPERATOR Quan Nguyen
    LIGHTING Thao Nguyen
    CAST Nguyen Tran Nhu Thuy, Chrissy Nguyen,
    Ha An
    EDITOR Bao Ngoc
    SET DESIGN Xenos Team
    STYLIST Xenos Team
    STORYBOARD Xenos Team
    COSTUME DESIGN Diem Quynh, Chrissy Nguyen, Jubin
    Studio

    LOOKBOOK
    MAKEUP ARTIST Bao Nhu Nguyen Thuy, Nhi Lehoang, My
    Uyen Dang, Chrissy Nguyen
    HAIR STYLING Phan Nhung
    SUPPORT Uyen Thy, Le Tran, Huynh Trung Nguyen,
    Bao Nhu Nguyen Thuy, Phan Nhung
    Xenos Team
    Your life
    Your style

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