Global: Wella stages TrendVision experience with Jack Morton

Hair care brand Wella Professionals partnered with agency Jack Morton Worldwide to create an experience for both a live and digital global audience of stylists and media.

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TrendVision, which took place at the weekend (6 November) at Fira in Barcelona, premiered Wella’s latest hair trends and forms the finale of Wella’s International TrendVision Award (ITVA), celebrating the best colourists and creative talent in the industry.  

This year Wella wanted to create an extraordinary TrendVision experience for its digital audience, as well as its live audience. In order to engage the digital audience, the concept was to create a special version of TrendVision that generated content, enabling online viewers to get inside the trends and decode the editorial looks.

The digital experience incorporated a bespoke edit of the 2017 trend reveal, which involved use of steadicams on stage and live slo-mo content to create a new level of detail and visual storytelling of the live catwalk show. The digital experience was further extended with access to Wella’s eEducation platform, for which bite-sized pieces of content were created.  

From short burst animated gifs, through to behind the scenes photography – the content provided a new level of insight into the trends and allowed viewers to decode the editorial looks.    

Reiner Sauter, VP, creative hair at Wella, said: "This year we felt that by creating two experiences, tailored to the needs of their specific audiences, we could create a new level of detail and insight into editorial hair and Wella’s 2017 trends." 

Jeavon Smith, creative director at Jack Morton Worldwide, said: "TrendVision is always a fantastic creative opportunity to do something extraordinary in our partnership with Wella. This year we had the chance to further push the boundaries of how we tell the story of a live catwalk show for multiple audiences. Our concept was to create a digital narrative that took our audience closer to Wella’s craftsmanship and creative vision than ever before." 

Last year, Wella Professionals hosted the final of its annual TrendVision Award at The Roundhouse in London

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