Group members: Signe K. Brandt Hau, Natalie Kocher Vingaard & Maria Breum

Intro

We decided to go with Copenhagen Cartel as our company, as all 3 of us found it intriguing and awesome. It also features two of my all time favorite things: The ocean and video-editing - so I quickly felt inspired and ready to go.

Copenhagen Cartel’s design philosophy is centered around creating timeless and versatile designs that transcend seasonal trends. By prioritizing quality over quantity, Copenhagen Cartel advocates for a more conscious approach to consumption. Our collections are inspired by minimalist aesthetics, clean lines, and classic, multifunctional silhouettes that can be tailored to individual style, ensuring that each design remains relevant for years to come.

Campaign

We knew we had to make a campaign for the company and started to brainstorm ideas. Because Copenhagen Cartel's whole image is recycled plastic, we knew we wanted to make something with that same theme. We quickly came up with the idea to make an event, where people could gather trash and plastic at the beach - a beach cleanup.
In order to attract people, we wanted to make it into a competition; whoever gathered the most waste, would win something.

The next thing is deciding what they should win:
At first we wanted them to win one of Copenhagen Cartel's bathingsuits. Then, we wanted to make it as big as a trip to Bali. But as we started to brainstorm marketing ideas, it became clear to us that it almost felt like a joke that our entire brand and marketing is about sustainability and then market it with something as unsustaible as flying.
Therefore we quickly scrathed that idea, but then we came up with the idea: We wanted to launch our own (fictional) professional snorkeling set made out of recycled plastic. The catch though is that you can win the set before it's even on the market.

Video-ideas

We wanted to make something where we could display the core of Copenhagen Cartel's mission.
We wanted something with the ocean, and display the issue of waste and plastic in the ocean.
But we also live in a world where everything has to look perfect and aesthetically pleasing - a point that proved right, when we tested our video's later.

Another issue we faced was that we had chosen a company that centered around bathing suits and the ocean. We were in Denmark, in late november, we only had a few pieces of their products, and the lighting was bad due to the winter month - we only had a small window everyday with light and even then, the days where gray.

We were allowed to use stock footage, but we did also attempt to make our own videos. Groupmember Signe took one for the team, as she had a pool in her backyard. We took some footage of trash in the water, trying to make it look like the ocean and we also took some footage of Signe in the water. But because of lighting, it was limited what we could use. Signe also had a friend with a drone, who helped us get some really cool drone footage of the ocean that we could use.
In addition we took some footage of Signe picking up trash at the beach that we could use for our beach cleanup campaign.

Storyboard & Poject-plan

We had different ideas of storyboards and what our video's should contain. We spend a long time discussing and at times disagreeing with each other. We ended up making a storyboard that we all could agree on and made a project-plan as to what to shoot, when and where.
All this you can find on our Construction-page by pressing the button at the top or by clicking here

Video Production

Since I was the one in the group with most experience in video-editing, I was to create the 5sec video and the 30sec video. With Natalie creating the 25sec video and a different version of the 30sec video, as we had different ideas as to what it should be.

I used the video-editing program Capcut as that is the program I am most experienced in and also make video-templates for.
I started with some different versions of the 5sec videos - we knew we wanted our 5sec video to be a pop-up notification for our beach clean-up event. I made it with a video of Signe, picking up trash at the beach and added the pop-up as an overlay, that blurred the background for an easier read. I also added music and did some color-correcting.

Next I started with the 30sec video. However, I quickly realized that our initial idea for the 30sec video was way too boring, as even I started to get bored. I then changed directions, and wanted to make it musch more of an advertisement-campaign, with a lot of effects for attention-grabbing the audience.
I made it aesthetically pleasing to look at, while still adding some of the plastic-waste.

Later I also made the banner for our webpage as well as a video, promoting the new snorkeling set - also for our landing page - as we needed more info on this snorkeling set that you can win, and why it is something you would want to win.

I took some different colored snorkeling sets, from the same line of a company and used Canva to manipulate the photos. I removed the background, so I could make some effects with them on the promoting landingpage-video. Then I removed the existing logo and added Copenhagen Cartel's logo instead. Then I added them into my video with a bacground video og water in slowmotion as overlays, and created different effects on them with the needed info (like the features of the set, how it's made from recycled plastic and when the set is released)

Feedback

Natalie and I had made very different versions of the 30sec video - while mine was much more campaign-like with a lot of effects and also focusing on our event and the products that Copenhagen Cartel sells - while Natalie's was more documental, with a voice-over describing the issue of plastic waste in the oceans

The feedback was as I had suspected, the audience was bored at the documental style-video but absolutely loved the campaign-style video. Our 5sec video they loved as well and the 15sec videos they had some adjustments for.
Natalie was to redo her 15sec video and I decided to also remake my 30sec video, to incorporate some of Natalie's 30sec video, while Signe started working on the Landingpage in Figma.

Video Results

Instagram: 5 seconds video

Instagram and Facebook reels: 15 seconds video

Youtube: 30 seconds video

Landingpage

Our Landing page only consist of 1 page, as video-production and marketing was the main points for this assignment.
We kept it in the style of Copenhagen Cartel's actual website, for authenticity purposes, with a few of their products, but mainly made the webpage to make it match our campaign. You start with the sign-up of the beach clean-up event. Then we introduce the new snorkeling set, with the advertisement and the option to pre-order it.

Then we have a section that explains their mission - just as they have on their actual webpage - followed by a quote the often use and then their actual products.

Sourcelist:


• Istock
• Copenhagencartel.dk
• Canva Stock-footage

Programs used:


• Figma
• Photoshop
• Canva
• Capcut
• Premiere Pro