We decided to each discuss where we felt the most comfortable. Joy said she was the most comfortable when she put her headphones on and listened to music. Kriti said she was the most comfortable at home. I said I was the most comfortable when walking into a clothing store. Combining the concepts of pure peace within a space – the ‘Art of Shopping’ was born. We wanted to focus on the concept of ASMR – also known as the ‘Autonomous Sensory Meridian Response’. ASMR uses sounds with microphones to help those with anxiety, and in other cases certain people fetishize sounds. With ‘The Art of Shopping’, we wanted to focus on the sounds that you create when shopping, and the experience that goes along with it.
We wanted to create a short video, that focused on touch and sound. We found references such as Kanye West’s ‘All Falls Down’ music video – which he shot using the first person perspective. We looked at showreels of famous fashion brands using hands within fashion film advertisements. We also looked at a show reel from my boyfriend’s graduating class of graphic design at Chelsea; (he recommended a video that utilized hands to communicate a message properly titled ‘How to Be a Great Editor in 7 Steps’.) We wanted artistry shots of clothing, so we pulled references such as the opening credits from the Netflix series ‘Chef’s Table’ which utilized food in the same way. Finally, we wanted to choose a location and imagery that provided a kitsch, 90’s / early 2000’s aesthetic. We looked at movies such as Clueless, Bling Ring, Teenage Drama Queen and Confessions of a Shopaholic.