Final Major Project - LO1

1 ORIGINATING MY IDEAS
Out of the two ideas I thought about was to do a music video which had an aspect
of going to legal raves and experiencing a DNB night and then my second idea was
to do an advert on one of my favorite brands which was Polo Ralph Lauren.
I mainly wanted to do the legal rave night music video however I found out it would
have been too much of a struggle to do in the space of time I have so I chose my
contingency plan which was my Polo Ralph Lauren advert.
Under certain circumstances I had to change my idea again as getting enough
footage for Polo Ralph Lauren was becoming a problem I decided to change to a
better brand that I understood more and that was Palace Skateboards.

2 DEVELOPMENT OF IDEAS

This is my mood board for

palace that I created, as you
can see it has lots of pictures
of their famous logo and also
some of the apparel and
hardware they have made over
the short years it has been

From the survey

results I got I found
out that most people
wanted me to do
either an advert or a
music video and it
was a 50 50 kind of
choice.

1 AUDIENCE RESEARCH
Palace Skateboards started out as just a skateboarding company by creating
graphics for their skateboard decks however then they branched out towards a
more skate hardware branch and also incorporating apparel into their collection so
things like t-shirts, hats, jumpers and outerwear. Its got your classic stereotypical
skater style with incorporating their logo in their designs which is the classic Palace
Triangle.
The core Identity of palace is that they create hard wearing and well-built apparel
and hardware so using very high cotton in there t shirts which helps them last
longer but they have also added elements of science with some of their latest
collaborations by making some of their clothes sweat resistant so that it stops those
skaters from overheating when skating. Clothes that are made of a special blend
which helps skaters retain heat in harsh and cold weather conditions.

The visual image of Palace is your classic down to earth skating brand but as to how
its become so popular is due to some of their bold colors, simplistic designs, strong
and tough skating hardware.
Palace hasnt been around that long it started out in 2010 and was made by Lev
Tanju who is based in London.

2.1 AGE

Palace skateboards is an up and coming skating brand. For the ager group it
is specifically aimed at is more like 14 30+ because its for skateboarders
and some start from a young age but also there are many old time skaters
that are out there.

2.2 GENDER

The Gender I would say relates more to palace would be of a male gender
because most of the skating team for it are male however it doesnt mean
that females cant wear the brand its just that people who wear it are mostly
male.
This is a list of their skating team:
L to R: Chewy Cannon, Olly Todd, Lucien Clarke, Charlie Young and Rory Milanes

2.3 SOCIO
ECONOMIC
The socio economic
group I think they
would come under
would be E and F
because of the
youth incorporated
in the brand and its not ridiculously priced so it doesnt really come under the
higher classes of economic grouping.

2.4 DEMOGRAPHICS LIFESTYLE

The people that would wear and relate to palace would be the people who follow the
classic skater lifestyle so wearing baggy clothes and not carting about what they
wear and focus on the actual sport itself. So going out with your mates, skating
together, competing together, listening to loud music and enjoying the filming side
to it as well like recording really hard tricks to do and also things that stand out as
crazy and insane that get people excited when they watch it.

2.5 LOCATION
For my specific location for palace I would say the UK, America, France and other
places in Europe but because it was based in London it stays quite close to its roots.

3 PRIMARY RESEARCH

This is some shots of the palace

store and from my own observation,
as they have made it quite obvious
you can see even from looking at the
store head on that it is a skate store.
As you walk into the store you can
also see all the products that they sell
so hats, jumpers, jackets, t shirts and
other types of hardware.
Its located in soho and is not that far from one of its big time competitors Supreme.
This gives it an appealing look towards other people who might like supreme and
feel to branch out to a different named brand but sells similar stuff.
Comparing it to supreme you can see that they have similar things however
supreme store doesnt just sell supreme they sell other things as well however the
palace store just sells its own brand so if you really do like the brand then it appeals
a lot to you if you want to spend some money.
https://www.youtube.com/watch?v=cCFyj49_uMo
The link above is one of the most recent adverts about palace skateboards
collaboration with Adidas for another pair of trainers that have been released.
It features actual skating footage throughout and DEE talking about how good and
amazing these trainers are.
The advert is using facts about the shoe to appeal to skaters, it talks about how
they are good what makes them good, why you should buy them and what they also
look like. Baring in mind they are releasing two different pairs of trainers with two
different color ways its a good way of advertising.
With the hypnotizing background it adds a sense of style to the advert by making
you feel as though you are being hypnotized whilst watching it.

http://www.vice.com/en_uk/video/london-lev-tanju
looking at an interview that vice did with ASOS they interviewed Lev Tanju who is
the owner of Palace Skateboards, he talks about his own thoughts on the brand and
also what the brand is about and why he chose to do it.
Having his own design published on t shirts, hoodies, jackets and even shoes and
skate decks palace in the space of two and a half years has become Londons most
prominent and most popular skateboard brand. In the actual interview Lev talks not
just about the brand but also his love for shooting skateboarding videos with VHS
Cameras.

1 SECONDAR
Y

RESEARCH

n 2010, British professional skateboarder Lucien Clarke left his well-established

American sponsor, Element, for a fledging British company called Palace. It was a
little like a promising programmer leaving Microsoft for a Silicon Valley startup; at
the time, Palace, at least stateside, was largely shrouded in mystery. The
company's name, the brainchild of a 27-year-old Londoner named Lev Tanju, was a
sarcastic reference to the less-than-luxurious London "skate houses" Tanju and his
cohorts resided in. (The full, fully ironic, name for the skate crew was "Palace
Wayward Boys Choir".)
Though all of this sounded somewhat interesting, no one would have been
surprised if the project had faltered -- the skateboard industry being, among other
things, a graveyard littered with ill-conceived vanity projects and/or half-baked "bro
deals" that have a way of opening with a bang and ending with a whimper.

Just three years later, however, Clarke's sponsor shift can be read as an object
lesson in following one's heart and one's homies. Palace is not only alive and well;
it may just be the chicest skateboarding company in the world.
Taken from this article on palace:
http://xgames.espn.go.com/xgames/scene/article/9961652/go-brand-london-palaceskateboards
Another review was taken from the guardian about when palace opened its first
store:

On the day of the opening I pop down to see for myself. Its located on Brewer
Street, on the parallel road from the Supreme store and sort of opposite a sex
shop. The location feels like its part of the old Soho and not the creep of
gentrification that has plagued the area, which feels significant. The queue
skirts round the block and the shops policy of letting no more than five
customers in at any one time means that were left lined up for three hours
after the 11am opening time. Everyone looks young: solvent teens from the
Home Counties, as I was, dressed in a mixture of sportswear, bucket hats and
Supreme gear who have travelled down especially for this.
I was HYPED! says Jamie, 18, from Cambridge, who has somehow been in
and out of the store three times already. Hes spent 300 on socks, key rings, a
couple of T-shirts and hats. I feel like he might do well on Supermarket Sweep.
Like some of the others I talk to, Jamies not a skater. There are two sides to
Palace the stuff thats for the skaters and the stuff thats for the other
people, says Alex, 18, from Chelmsford. Thats where their revenue is going
to come from, the fashion side, so theyre going to have to keep going. They
both mention that the appeal of Palace is the simplicity and the basic design
of the clothes.

http://www.theguardian.com/fashion/2015/apr/27/how-skatewear-grew-up#img-3

4 RESEARCH INTO COMPETITORS

Palace Skateboards has many different competitors to compete with in the skating
scene.

Palace skateboards is
ranked number 5 in the
category for best
skateboard brand.

Polar skateboards is ranked

number 3.

Supreme is ranked number 2.

https://www.youtube.com/watch?v=ivqoihNvLpE&list=RDivqoihNvLpE#t=0
Palace Skateboards follows up The Next Episode with its latest proper skate video, Endless Bummer.
Featuring footage from the UK, Paris, Copenhagen, Los Angeles, and more, the lengthy lo-fi vid includes
full-length parts by Rory Milanes, Lucien Clarke, Charlie Young, Karim Bakhtaoui, Benny Fairfax, Chewy
Canon, and Danny Brady, as well as guest spots from the likes of Rich Homie Juan.
You know how rappers drop mixtapes before the album? With the Palace video on the way, and intent on
only including London footage, they just dropped the would-be mixtape before the official video, which
may or may not be out by 2020. It includes street footage from trips to Los Angeles, their 2013 U.K. tour,
Copenhagen, Paris, and probably some other parts of Europe that are less recognizable to the untrained
eye.
Rather than go the Euro barge, edit-by-city route, this one features full parts from Rory Milanes, Lucien
Clarke, Charlie Young, Karim Bakhtaoui, Benny Fairfax, Chewy Canon and Danny Brady. Guest tricks
from Torey, Rich Homie Juan, Powers and others.

https://www.youtube.com/watch?v=LV8dn3Uv48U

https://www.youtube.com/watch?v=Op20Rab2pPg
From watching the videos they all have a similar style and have encouraged me to
create an advert for the skating brand.
What makes the skating scene really hard nowadays is the fact that they are all
looking to stand out as the top skating brand however, because they mainly focus
on skating its quite hard for each brand to stand out because they are all doing the
same thing intentionally, so that why some of the brands collaboration with other
brands so like when palace to a mix with Adidas and Polar do a mix between Carhatt
who isnt really a skateboard brand so making the leap to mix with other big named
brand helps the company so for example they become popular through people who
might wear Carhatt and like the brand and might want something different so from
them buying the collaboration it might make them just get into the brand they had
no clue about or idea about.

4.1 RESEARCH

INTO MARKET

Due to the fact that mine are all skating brands I have not been able to find any
facts and figures on their sales so I have mentioned how brands try to make it to the
top through popularity on the research into competitors section.
However in terms of how they advertise and the target audience they appeal to so
for target audience its from the ages of `12 25+ and most of them are people
who actually like skating, however for when it comes to how they advertise there
are many different ways so for example:
Skateboarding brand Thrasher advertise through magazines:

Palace advertise through advert of

either the brand itself or the team that
are in palace skating around:

5 PLAN
My overall plan was to shoot a Polo Ralph Lauren advert and because of certain
circumstances I changed my idea, this made things slightly tricky but I still
managed to get things done. My new plan was to shoot a skating advert to
advertise Palace Skateboards. So incorporating the brand as well as fast shots and
low angles I ended up with my project.

5.1 TEAM MEMBERS

Cameraman Charles Pringle Stacey
Cameraman Jerome Doris
Editor Jerome Doris
Model Stan Kelman

5.2 HEALTH

AND SAFETY ISSUES

During my production the only main safety issues would be the fact that I will
be filming closely to skaters so I need to be careful with the surroundings
because if Im holding a 2000 camera and I trip over the skateboards I could
hurt myself and possibly break the camera.
Using the tripod, making sure its not in the way of the skaters because they
could go straight into it.

5.3 RELEVANT LEGISLATION

5.4 TIMESCALE
For the time scale I planned to have everything done in the space of two weeks so I
ended up making a production diary which explains what I did on the date.

6 POTENTIAL ISSUES
6.1 CODES

OF PRACTICE

The ASA are responsible for regulating the content of advertisements, sales promotions
and direct marketing in the UK. They make sure that the advertising standards are kept
high by administering the Advertising codes.

What types of advertising does the ASA cover?

*Magazine and newspaper advertisements
*Radio and TV commercials
*Television Shopping Channels
*Advertisements on the internet, including:

Banner and display ads

paid for search

marketing on companies websites like social networking sites like twitter

and Facebook

*Commercial e-mail and SMS text message ads

*Posters on legitimate poster sites
*Leaflets and brochures
*Cinema commercials
*Direct mail
*Ads on CD ROMS, DVD and video but also faxes
*Sale promotions, such as special offers
Our rulings (adjudications) are a transparent record of our policy on what is and isnt acceptable
in advertising.
We publish our rulings here every Wednesday (available to the media under embargo from
Monday). Rulings generally remain on the site for five years, although some may be available
for longer if they are being used as part of CAPs advice materials for advertisers.

https://www.asa.org.uk/Rulings/Adjudications.aspx
The link above shows you the type of rulings the ASA cover and the things
companies have to follow for when they are planning on advertising a
product.

6.2 COPYRIGHT
As I am not using royalty free music in my production I had to email the owner of
the song Im using to get permission to use it.