Cultural Competence in Directing Streetwear Brand Communication in Advertising Films 

This bachelor’s thesis explores the role of cultural competence in directing streetwear brand communication in advertising films. The aim was to analyse the importance of authentic content and discuss whether directors need to be part of a cultural group to convey this content credibly or if it is sufficient to immerse themselves in a culture. To verify the findings, a campaign video for a local streetwear brand was produced. This work illustrates the importance of cultural understanding and highlights potential challenges that may arise when cultural norms are not considered. The results of this study contribute to enhancing cultural authenticity and the effectiveness of brand communication in advertising films.