HOW WE TOOK OVER THE O2 The world’s longest-running live hair competition marked its landmark 70th anniversary with a show-stopping event at London’s iconic O2 Arena. As L’Oréal video production and visual partner for over 15 years, Clockwise stepped up to power the screen visuals, pre-shot fashion films, and real-time event coverage. Here is how our production team turned an immense arena space into an immersive visual experience. Arena-scale visual takeover Transforming one of the world’s most iconic venues into a dynamic, sensory environment required a visual strategy as bold as the hair designs on the runway. To create a truly immersive atmosphere that kept the audience on the edge of their seats, we developed a visual concept designed to saturate the entire arena space. Floating directly above the 56-metre catwalk was our largest canvas to date: an impressive, full-length screen system that mirrored every pulse and transition of the live show. The result was a seamless fusion of live high fashion and high-impact digital art, turning a milestone anniversary into an unforgettable arena experience. To deliver a truly unified brand takeover, the video content extended far beyond the main stage. We deployed high-impact videos that greeted guests as soon as they arrived at the tube station, maintaining continuous visual touch points all the way to the front doors, amplifying event visibility and building momentum from the very first step of the attendee journey. FROM THE STUDIO TO THE CATWALK Months before the live event, we collaborated with industry legend brands TONI&GUY and Brooks&Brooks to pre-shoot cinematic visual assets for the headline catwalk shows. TONI&GUY Blending real-world photography with generative AI allowed us to redefine the boundaries of creative possibility within the hair industry. Jack Emes captured the precise geometry, craft, and tangible detail of the live hair designs in-studio. Director Drew Cox then used AI tools to reimagine the still images as fluid visual narratives. The resulting video content expanded the physical craft of hairdressing into a digital art form, where hair didn’t just hold form, but morphed, evolved, and reacted in ways impossible in real time. BROOKS&BROOKS 70 years of icon-defining hair deserved a visual story with serious cinematic weight. We shot three high-fashion visual chapters ahead of the event. These films weren’t just background footage, they were designed to run in tandem with the live on-stage action, setting the tone for each transition, honouring seven decades of trendsetting style, and giving the audience an immersive look into the brand’s deep London roots. delivering immediate on-site edits For an event as massive as the L’Oréal Colour Trophy, the story doesn’t stop when the house lights come up. Our team ensures the spectacle travels straight from the stage to the screens of thousands who couldn’t attend in person. While guests are leaving the venue, our on-site editing crew is just getting started, working through the night to transform hours of high-fashion runway footage, emotional award wins, and crowd energy into a polished visual summary. By launching a high-impact highlight reel first thing the following morning, we tap directly into the post-event buzz. Delivering this immediate FOMO content capitalises on the morning-after social conversation, cementing the event’s prestige across the global hair and beauty community.