CHALLENGE
Redken's annual Future Color Competition to find Australia's next generation of hair colourists needed a vibrant video piece to create a buzz at this year's live finals party, along with a host of dynamic video content for the website.
JOURNEY
Taking the event's theme of Biomimicry we developed the idea of nature and cityscape intertwining. A sweeping DNA strand flows through a busy street. Touched by colourful butterflies, the DNA strand morphs into elements of nature which grow and spread, converging with the manmade landscape, energetic motion graphics finally revealing the event title and Biomimicry logo.
RESULTS
The stunning imagery and thumping dance track gave Redken an attention-grabbing opener to their Future Color live final, whilst the backstage and event footage we shot was used to create a swag of engaging brand-focused video content for post-event web delivery.