INDUSTRIAL 3.0
Industrial 3.0 is an award-winning short film that I directed and produced as my Extended Final Major Project on the Creative Media Production course at City College Norwich. Created as a storytelling brand campaign, the film was theoretically produced for avant-garde cosmetics company Isamaya Beauty to launch the release of a new lip gloss. Drawing inspiration from Isamaya Ffrench, Lady Gaga, and Steven Klein, the piece explores the eerie journey of a woman undergoing an unsettling transformation at the sacrifice of her former self.
YOUNG NORWICH CREATIVE AWARD WINNER
I entered my short film INDUSTRIAL 3.0 into the film category of the Young Norwich Creative Awards and was thrilled to win first prize, along with £1000! It was such an exciting and affirming opportunity to have my work recognised and shared with a wider community. I was also delighted to be named runner-up in the textiles category for an art fashion garment I created as part of my Extended Project Qualification (EPQ).
INDUSTRIAL 3.0
Inspiration
This project is a promotional storytelling campaign for a fictional lip gloss release from ISAMAYA BEAUTY’s INDUSTRIAL collection. Each ISAMAYA collection exists within its own distinct visual world, and my campaign builds on that by connecting with the brand’s audience through shared values of self-expression, rebellion, and avant-garde aesthetics.
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My film explores themes of self-worth, vanity, and identity, drawing attention to how insecurities and societal beauty standards can distort one’s sense of self. I aimed to create a piece that challenges conventional beauty narratives and celebrates self-ownership, while also engaging the viewer through rich, stylised storytelling.
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My core creative influences were Isamaya Ffrench’s INDUSTRIAL 1.0 and 2.0 campaigns, Lady Gaga’s Bad Romance and You and I music videos, and Steven Klein’s fashion films and imagery, particularly his work for American Vogue and Gaga’s Alejandro. Their shared visual language, blending surrealism, sexuality, and high fashion, deeply informed my style. I also drew secondary inspiration from Kill Bill, The Substance, and Stranger Things for their tone, narrative, and use of uncanny, medical-futuristic motifs.
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Creation
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I developed this cross-media campaign as part of my final major project on the UAL Level 3 Creative Media Production course at City College. The two-month pre-production phase involved in-depth research into audience psychology, visual branding, and conceptual styling to ensure my work resonated with the ISAMAYA BEAUTY demographic.
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The film was shot over three hours in the college’s television studio. I also designed and sewed the nurses’ costumes, with support from my friend Lisa, and paid close attention to every detail, from styling to sound, to reflect my audience research. The final campaign combines fashion, makeup, and sound design to immerse the viewer in a dark, high-gloss vision of beauty, power, and transformation.
Credits
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CREW
Written, Directed and Produced by Genevieve Rogers
Camera operator Genevieve Rogers
Edited by Genevieve Rogers
Nurses’ costumes designed and sewn by Genevieve Rogers and Lisa Kracewicz
Costumes and Styling by Genevieve Rogers
Set designed, lit and dressed by Genevieve Rogers
Set constructed by Jacob Roll and Ryan Fulcher
Makeup and hair by Genevieve Rogers and Pip Ellen
Runner Lisa Kracewicz
CAST
Starring Mia Di Giovanni
Nurse 1 Grace Ozgan
Nurse 2 Franchesca Wynne
Creatures:
Reece Fuller
Alicia Fortini
Dorothy Dorman O'rourke
Tallys Champion
Freddie Wilson
Pippa Likins
Natalia Tuttle
MUSIC
Club classics ft. bb trickz by Charli xcx and Bb Trickz
365 ft. shygirl by Charli xcx and Shygirl
Climbing Up the Walls - Remastered by Radiohead
OTHER PROJECT OUTCOMES
Since the project required me to produce a range of media that showcased the breadth of my creative skillset, I also shot two magazine covers and created a series of Instagram reels and YouTube teasers. These formed part of a social media strategy I designed to maximise audience engagement and extend the impact of the campaign.
MAGAZINE COVERS
YOUTUBE TEASER
INSTAGRAM REELS
LIPGLOSS PROMOTION
TEASER
SKILL DEMONSTRATION:
Some of the strongest aspects of this project were my proposal, pitch and audience demographic research, which demonstrated my skills in graphic design, presentation, and organisation. By presenting clear, well-structured ideas, I was able to pitch the project as a strong growth opportunity, sparking interest from potential collaborators and laying the groundwork for its success.
PITCH SLIDES
PROPOSAL DOCUMENT
PROJECT PITCH RECORDING
TUTOR FEEDBACK
These are the feedback forms completed by my college tutors during my pitch presentation, evaluating the strengths and weaknesses of my ideas.
Target Audience Psychographic
RESEARCH APPROACH
To effectively appeal to the emotions, motivations, and aspirations of my target audience, I created a visual infographic that identifies their psychographics. This will allow me to develop a more detailed and nuanced profile, exploring their personality, values, attitudes, interests, and lifestyles. I plan to use tools such as ISAMAYA website traffic, Google Trends, and YouGov to gain insights into what demographics are interested in and how they consume media.
Target Audience
Psychographic Profile
Personality:
Isamaya Beauty appeals to individuals who are creative, bold, and unafraid to challenge conventional beauty norms. These consumers often show traits of openness to experience and a desire for self-expression through unconventional ways. They are drawn to artistic and edgy aesthetics, reflecting a preference for individuality over conformity.
Values:
The brand resonates with consumers who value authenticity, inclusivity, and innovation. Isamaya Beauty's commitment to vegan and cruelty-free products aligns with ethical considerations important to its audience. Additionally, the brand's emphasis on limited-edition releases and artistic collaborations appeals to those who appreciate exclusivity and creative expression.
Attitudes:
Target consumers often hold progressive attitudes towards beauty and self-identity. They reject traditional standards and embrace diversity, viewing makeup as a form of art and personal storytelling. This audience is likely to support brands that challenge societal norms and promote self-empowerment through beauty.
Interests:
Individuals attracted to Isamaya Beauty are typically interested in fashion, contemporary art, and subcultures that celebrate non-conformity. They are engaged with platforms like Instagram and TikTok, where they follow avant-garde artists, designers, and influencers who reflect their aesthetic preferences. This audience often seeks out unique and statement-making beauty products that serve as conversation starters.
Lifestyles:
The lifestyle of Isamaya Beauty's consumers is urban, trend-conscious, and experience-driven. They are likely to attend art exhibitions, fashion events, and underground cultural gatherings. Their purchasing decisions are influenced by a desire for products that not only enhance their appearance but also align with their personal values and artistic sensibilities.
