Trends come and go quickly and to ensure relevance of the collection, the shoot was operated on a realtime social media release schedule. This left only two weeks to follow up on the online reveal with 42 Mood Films, Tutorials and Trainer Guidelines for the first training event. To make this possible, we re-organised our production pipeline and created a proprietary review platform, allowing for a high-volume production of specialist education content without sacrificing quality – ultimately convincing even the most critical eyes among the professional seminar audience.
True to the street style character of the collection, we set out to the streets to capture footage in locations as unique as the trends themselves. Be it the urban-lifestyle City Walk, the Design District’s simplistic yet playful architecture or the colourful alleys of the Madinat Souk; each setting was carefully selected to reflect the spirit of the different trends.
Capturing the final look is only half the story. Prior to the outdoor shoots, each cut, colour and styling step of the creation process was meticulously recorded for the tutorial series and enriched with vital information, such as key products, colour formulas and Pro Tips from the brand ambassadors. The perfect basis for the global hands-on seminars teaching the latest styles to a community of professionals looking to improve their salon business.
#Colour Formula Visual aids conveniently break down complex information, such as Colour Formulas
#Hero Products Visual aids conveniently break down complex information, such as Colour Formulas Product overlays strengthen recognition of hero products
#Smart Tips Smart Tips highlight key steps and make localisation efficient
The Mood Films were given dedicated social media campaign edits, preserving aesthetics in the 1:1 and 9:16 story formats for maximum effectiveness on Instagram, including IGTV.
Constituting the content backbone for the Street Style Collection, this video series carried a whole curriculum of professional knowledge, powered hands-on seminars, pushed the latest products into salons and excited Indola’s social media audience with the latest trends. Following the success of this season, the next instalment took the Street Style Collection to Hamburg.