GRADUATION PROJECT | Amsterdam Fashion Institute - Fashion & Branding
I started with a lot of researching women in the filmindustry, now resulted in this visual project; a concept commercial especially made for MADE.COM: 'SELF MADE'
The concept is a fictional extension line tool-collection named ‘SELF MADE’ for the brand MADE.COM. It is a collaboration with tool brand Stanley. In this project, tools are designed for the modern millennial woman with a focus on current developments in trends.
The purpose of the aesthetic character of the tools is to make tools more attractive and accessible for women. The tool is both functional and aesthetic; it can act as a practical tool and as an interior object. Therefore the tagline of this campaign will be: ‘Life made beautiful’.
The aim of this project is to challenge the bias that tools can only be handled by men. Tools tend to have a masculine image, due to their design and how they are portrayed in commercials. ‘Self Made’ will destroy this image and disprove the bias that tools are not for women.
Credits
Director / Producer - Louana Tummers
Director of Photography - Ino van der Sande
1st AD / Producer on set - Brenda Narvaez
1st AC - Lyon Pol
Set Dresser - Joardy Tummers
Gaffer - Leard Muriqi
Edit - Véras Fawaz
Cast - Keri de Smet
Location - Loes Interieur Design
Special thanks - Frederiek de van der Schueren, Daylène Kroon, Anne Harmsen, Edwin & Frieda Tummers and Sander Siriram