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Hair

  • Katy Metcalfe

Wella Shockwaves had been struggling to connect to their millennial audience and had very limited digital content. The brand’s imagery had a tough ‘attitude’ which was not resonating well with their consumers, so I worked with Wella to shift the brand in a different direction. I softened the overall look and feel by introducing colour and movement (but still kept an urban edge) and showcased relevant, attainable hairstyles. The digital toolkit consisted of a combination of inspirational and educational content which resulted in a huge increase in engagement across social channels. Produced at Beamly Agency (COTY inc). Skills: concept, art direction, post production, design Output: stills, videos and design assets for online and social Photographer: Rosaline Shahnavaz DOP: Alex Bruno Hair: Michael Douglas and team MUA: Gina Blondell, Min Sandhu Fashion: Ruby Elkins

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    Coty Inc

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