Kota Video Treatment
Objective:Promote attendance at the Kota Sustainable Style Fashion Show and Awards by selling tickets that cost $95 each. Kota’s goal from the fashion show is to gain awareness for their nonprofit and also to help raise funds for their future work space. This content is intended for social media platforms such as Instagram and Facebook where it can be easily shared.
Target: The target audience of this video is fashion bloggers and professionals in both the media and fashion industries. By appealing to them, we hope to also appeal to their followers by prompting them to plug Kota on their own pages in their unique style.
Concept/Approach: Fast fashion with permanent effects. Highlight the downsides of fast fashions by showing bloggers wearing garments with shocking statistics on them. The final blogger will be placed at Kota’s fashion show wearing a beautiful sustainable dress designed by one of the contestants.
Story: The opening shot is of an Instagram feed. The camera focuses on a finger clicking on a post. As the post is clicked, the camera “sucks us into” the post. Now we’re “behind the scenes” of the picture to that young woman posing in front of the Hudson River. She is wearing a white cotton t-shirt that says 2,700 in bold lettering and a pair of trendy sunglasses. Behind her is a sign about the drinking water crisis. The voiceover explains that 2,700 liters of water are used to make one cotton t-shirt. The shot zooms in until we’re back on Instagram. This time an influencer is posing with her back to us with a big 80 on her jeans. In the background, there is a billboard about carbon emissions. The voiceover discusses how the same amount of greenhouse gases are produced in making one pair of jeans as in driving 80 miles. Same zoom effect as before and back to Instagram and the final post we see is of a woman in an extravagant, trendy gown. Click and we see she is at the Kota fashion show, Kota branding is prominent all around her. The voiceover explains how sustainable fashion is the new trend that’s here to stay. One final zoom back to Instagram and the fashion show details, url to buy tickets, and phone number are displayed in a post via a freeze frame.
The Kota brand will also appear between each Instagram post of the bloggers (ex: Kota post, “2700 blogger”, kota post “80 blogger”, Kota post, “Fashion show blogger”, final Kota post with event details. The video will have a “swipe up” to directly buy tickets and also have the url and Kota pages directly in the caption for easy navigation.