Promoting local fashion brand Carla Grima Atelier through video production, using the Mediterranean culture as the primary visual narrative

Abstract

This dissertation is in the form of a practical project; the creation of a fashion campaign video, designed to sell the Mediterranean culture as much as the brand. The literature review contributes to the understanding of the Mediterranean Culture, while the interview with the designer furthers the understanding of her inspiration. The research carried out indicates that Mediterranean culture is primarily used for marketing strategies as, in reality, there is not much coherence within the culture. The campaign video, Penelope, was created based on the relationship between Odysseus and Penelope from The Odyssey. The video uses visuals and audio that are associated with the Mediterranean to sell the clothes.