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Matrix SoColor Cult

L'Oréal Professionnel - Social content campaign

Hair care specialist Matrix invited 13 colourist and stylist influencers from all over Europe to create stunning looks to promote its new SoColor Cult product range. Clockwise created a strategic content plan incorporating both photo and video to launch the range in style.

3

Day shoot

13

International Hair Influencers

25

models

26

films

56

studio photos

100+

street style photos

“Clockwise has been a great partner in executing our video needs: from clearly understanding our brief, to professionalism and nimbleness on set, through easy communication throughout post-production—we highly recommend them to deliver high quality and beautiful video work!” - Taylor Griggs - Global Digital Director - Matrix

Brief

The SoColor Cult range is all about dazzling looks and vibrant colouring. Clockwise needed to host an energetic event that would make a lasting impression on the invited influencers while generating a wealth of content to set Matrix apart from its competitors. Clockwise worked with the Matrix team in New York and event partner Bright to develop a concept for the shoot and map out a content plan for the product launch.

Production

A two-day studio shoot in east London saw the influencers create some incredible styles. Our main challenge was to design a lighting setup that worked for both photo and video  – then capture every look in both formats. Each stage of the colouring process requires hours of waiting – making a tight schedule even more challenging. Nevertheless, our production team captured before and after photos and videos to illustrate the dramatic style transformations, both in the studio and on the streets of East London.

Results

Clockwise produced an extensive package of high-end photography and film assets to launch the SoColor Cult product range. Our team produced several edits of every transformation video, each tailored to a specific social media channel to maximise the impact of a truly multi-platform launch. This in-house package was complemented by influencer content released via their own platforms to a huge audience of engaged hairdressers and stylists across Europe.

Before and after

Matrix Sizzle Reel

Behind the scenes

Director

Archie Thomas

Producer

Ollie Prince

Camera

Louis Ellison, Chris Chudleigh

Editor

Buff David, Chris Chudleigh

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