• Katy Metcalfe

Wella were launching a brand new hair colouring product which contains natural ingredients called Soft Color. The brand had only very basic guidelines so I worked closely with their team to develop the look and feel of the brand alongside a full digital toolkit. Taking in the core values of the product and looking at the project with a holistic cross-platform mindset, I directed a six day shoot which consisted of still life, studio and lifestyle stills and video to create a full suite of content fit for any purpose. Produced at Beamly Agency (COTY inc). Skills: concept, art direction, post production, design Output: stills, videos and design assets for online and social, launch guidelines Studio Photographer: Jens Stuart Lifestyle Photographer: Orion Zuyderhoff-Gray Still life Photographer: Ben Edwards DOP: Callum Peters Hair: Michael Douglas MUA: Jose Bass Fashion: Jodie Nellist Still life Stylist: Kate French Lifestyle Stylist: Theresa Bates


  • C

    Coty Inc