L’Oréal Professionnel gathered 50 influencers and the UK’s top session stylists at Central Saint Martins to relaunch its Tecni.ART range. Clockwise produced a film, photo and social media content package to mark the occasion.
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“All senior management have been blown away by the standard of the content you produced for us.” - Niamh Durcan, product manager, Tecni.ART
L’Oréal Professionnel needed a content package befitting its biggest product launch of the year. All film and photography from the event had to perfectly represent the Tecni.ART range and stand out on crowded Instagram feeds. Clockwise helped devise a content strategy that would effectively communicate the ‘raw and untouched’ ethos of the brand.
Clockwise worked with the L’Oréal Professionnel team to organise a content creation day in partnership with Central Saint Martins. Fifty influencers, models, and the UK’s top session stylists were invited to collaborate and create cutting-edge looks that showcased the potential of the Tecni.ART range. Our job on the day was to capture everything that happened on film and in social media-ready gifs, while a separate team documented the event using still cameras. With the shoot wrapped, Clockwise produced a high-end black and white content package in line with the Tecni.ART branding. Subtle post-production techniques and minimal retouching reinforced the brand message: authenticity.
Our pre-production efforts ensured the content creation day ran smoothly – while feedback suggests it was also hugely enjoyable for all the stylists and influencers involved. Clockwise produced a highlights package for immediate release after the event to capitalise on this buzz and maximise the effectiveness of coverage from our influencer partners. The wealth of content captured on the day was used to create a sizzle reel, plus 30 additional films and 60 gifs for targeted release across L’Oréal Professionnel and partner channels. This created maximum impact across social media platforms and secured coverage from key target publications. The Tecni.ART content package has since been adopted by L’Oréal Professionnel as a benchmark for future social media campaigns.
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