ICICLE AW21 E-Commerce Product Video Shooting
Project Introduction
This project was part of a big design brief from E-Commerce Department. I was assigned to take responsibility for the video part: I conducted design research, proposed art direction, prepared the prop and shooting deck, then worked with agency for filming and post-production. The schedule was tight as well as the budget, but we made it after all.
The videos are made for the product landing page in e-commerce platforms to show products' highlights and features, in a more vivid way. They are less editorial, but more product-focused. No audio needed and limited to 10 seconds.
ICICLE Plant Dye T-shirt
The T-shirts we shot this time includes:
- Green tea dye（绿茶染）
- Pu'er Tea dye（普洱染）
- Oolong tea dye（乌龙茶染）
- Chinese tallow tree Dye（乌桕木染）
Behind the Scene
The color calibration is the hardest part of all, because the coloration of this natural plant dye is just subtle and desaturated. It took few rounds of back-and-forth to make it right.
Watch on Youtube
ICICLE AW21 E-Commerce Video Shooting - Plant Dye T-shirt
Commuter Silk Shirt
I absolutely love these two pieces of silk shirt. The textile is amazingly soft and not as slippery, shining as silk usually strikes people, but rather come with a napped surface and really warm sheen. The colors are also easy to work with. This product could totally an essential piece for your wardrobe.
Behind the Scene
The video was made for a landing page, showing the visual presentation of the light weight and premium quality to visitors. Now that I see it, I would definitely take a super close-up shot with nice lighting to show the texture, instead of a medium shot of flying hems.
Watch on Youtube
ICICLE AW21 E-Commerce Video Shooting - Commuter Silk Shirt
Basic T-Shirt
ICICLE BASIC T-shirt comes with environmentally friendly 80 counts cotton and natural farming management. Super soft and skin-friendliness. The T-Shirt, inheriting the brand's classic straight fit, along with basic color choices, is suitable for a variety of occasions in daily life.
Behind the Scene
In this video, we gave a close-up shot on the part near neck to show the stitches and fabric texture. The signature ICICLE seal is a must-have branding element. Not particularly like the ending scene. It turned out, finding a beautifully flapped shot is not easy.
Watch on Youtube
ICICLE AW21 E-Commerce Video Shooting - Basic T-Shirt
Stop Motion - Transforming an ICICLE Classic Trench
ICICLE is passionate about bringing convenient wearing experience for professional life. This trench is light weighted, crease resistant, and most importantly, it can be folded into a handy bag and suitable for business trip.
Behind the Scene
Let’s just say that making stop motion video is really time-consuming. We took more than 50 photos to create the video. To prepare, I consulted store staff how to fold it, practiced for few times and created a sample stop motion video with the photos took with my phone. However, creating that beautiful volume is nothing like what I assumed: the coat flat-lay on a board that parallel to the ground and put a camera from the top. We actually used a lot of pins to fix the coat on a slightly tilted foam board against wall, then adjusted and tidy up the trench photo by photo. It took three of us to work through the whole process, plus one photographer.
Watch on Youtube
ICICLE AW21 E-Commerce Stop Motion - Transforming an ICICLE Classic Trench
Thanks for watching. Hope you like it. Leave a comment if you have any. ; )
