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Project Overview

From Ryan:

The project I embarked on was a whirlwind of creativity, strategic thinking, and the application of new technologies, all compressed into a tight, self-imposed deadline. I gave myself just one week to bring a dual-part project to life, embracing constraints to simulate the fast-paced world of social media content creation.
I began by splitting the work into two sub-projects. The first was a social-first initiative, where I tasked myself with creating an Instagram Reel and a TikTok concept. My approach was to treat this as a full production cycle—starting from concept ideation, moving through pre-production, shooting, post-production, sound design, and ending with color grading. To heighten the challenge, I shot everything using only my iPhone 12, relying on its 23mm and 13mm lenses. This limitation forced me into a more resourceful mindset, particularly when I wanted to include macro shots, which the available lenses didn’t entirely support. Despite these limitations, I embraced this constraint as a way to push my creativity further.
The focus of the Instagram Reel was a jacket from Uniqlo’s collaboration with the iconic artists Kaws and Andy Warhol. My concept was built around an artist’s creative journey, ignited by a moment of inspiration while interacting with this jacket. I envisioned a fast-paced, high-energy narrative set in New York City, where I had recently relocated. With limited access to a filming crew, I enlisted a friend to help shoot, capturing dynamic orbits and transitions, whipping the camera between scenes to give the final edit a sense of kinetic energy. One serendipitous moment was discovering a mural of Andy Warhol during our shoot, which provided the perfect final shot: zooming past the jacket to reveal Warhol’s likeness, overlaid with the Uniqlo logo.
In post-production, the content truly came to life. I originally planned to include a personal voiceover, drawing on my own narration. But after recording my own voice, I found it lacked the right tone. Instead, I turned to AI, using Eleven Labs to generate a script I could refine in the edit. This synthetic voice, coupled with Jamie XX’s “All My Children” as the soundtrack, gave the reel the precise pace and energy I aimed for.
Parallel to the social-first work, the second sub-project was a comprehensive brand analysis of Uniqlo. I knew very little about the brand going into this, so I performed a deep dive into its ethos, history, and aesthetic principles. Using a combination of ChatGPT, Wolfram Alpha, and manual data scraping, I compiled a detailed dataset, capturing key metrics from Uniqlo’s TikTok presence. I analyzed their engagement—likes, comments, and content type—across both Instagram and TikTok, then compared these insights with those of their competitors like Zara and Gap. This analysis culminated in a formal brand report offering recommendations for Uniqlo’s future social media strategy.
This intense week of research, production, and editing became a masterclass in balancing creativity with strategy. It pushed me outside my comfort zone and challenged my approach to content creation and brand analysis. The lessons learned will undoubtedly shape my future work, and I'm excited to explore where this blend of artistry and analytics will lead me next. </aside>

Read Me: How to Navigate This Page

This Uniqlo Brief page is structured to provide an overview of the project and easy access to more detailed information. Here's how to navigate deeper into the content:

1. Expand Toggle Sections: The main sections (Social First, Brand Analysis, and Links / Media) are contained within toggle blocks. Click on these headers to expand and view more details.
2. Access Child Pages: Look for child page links within each main section. These will take you to separate pages with in-depth information on specific topics.
3. Explore Sub-Toggles: Additional toggle blocks are within the main toggle sections. Expand these for more granular information on each topic.
4. Follow Links: You may find hyperlinks to external resources or other Notion pages throughout the document. Click these to access additional information.
5. Review Callouts: Colored callout blocks contain important information or summaries. Pay special attention to these for key insights.

Remember, this page is designed to be interactive. Don't hesitate to click around and explore the various sections to get a comprehensive understanding of the Uniqlo Brief project.

Thanks For Stopping by; check out my website for more of my projects; links are below!

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1. Social First

(CLICK THE LINK BELOW 👇)

Social First

Two sub-projects, Instagram and TikTok focused.
Objective: Create viral social media content
Strategy: Leverage platform-specific features and audience preferences </aside>

2. Brand Analysis

(CLICK THE LINK BELOW 👇)

Brand Analysis

Page Explanation

This comprehensive approach ensures a thorough examination of Uniqlo's social media strategy, combining creative ideation with data-driven analysis to enhance their presence on Instagram and TikTok specifically.

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3. Links / Media / Presentation

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https://www.youtube.com/embed/VU_ZrukrMzk?si=UPptHRV6PqNK34oE

Learn More About Me

Interested in learning more about my work and background? Check out the block to the right for additional information about me and this project.

For a deeper dive into my portfolio and other projects, click the link below to visit my website directly.

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https://www.ryanscottdawson.com/about