26 June 2014
We’ve created a dramatic, cinema-inspired new campaign for top global hairdressing event Salon International 2014, the sixth time we’ve helped bring this exciting event to life!
Inspired by the film technique ‘smash zoom’ (famously seen in Jaws), the campaign uses still imagery to create a rushing, motion effect that rapidly focuses the eye in on one ‘leading lady’. The girls and the hair take centre stage, everything else around them is a blur. Headlines and typography add to the concept, using an ultra condensed poster font and movie-making language like ‘Girls on Film’, ‘Star Quality’ and ‘Final Cut’.
The campaign design has been rolled out across advertising, website and social media, event displays and signage, brochures, direct mail, ticketing and more.
Use of the ‘smash zoom’ effect has truly brought our 2014 campaign to life. Its subtle nod to the movies gives it a polished, high-end feel, whilst the zoom effect itself gives our collateral an almost tactile, 3D quality, which quite literally draws you in. I’m very pleased with the concept and am sure that it will translate well onsite at the exhibition this October.
Nicola Lazenby, Marketing & Exhibition Manager