Case Study

Collaborated with Flixel Studios to create 17 Cinemagraphs featuring TRESemmé partners.

TRESemmé, a prominent brand in the beauty and hair care industry, aspired to create a groundbreaking social media cinemagraph campaign featuring seven influential figures in the realm of fashion and beauty. The influencers, including Rocky Barnes, Lori Harvey, Kaitlynn Carter, Irene Sarah Khan, Olivia Rink, Tess Christine, and Lyss Boss (Alyssa Bossio), were strategically chosen to promote and highlight various TRESemmé products. This ambitious project spanned three days and encompassed 17 cinemagraphs, each tailored to the unique style and audience of the influencers.

CLIENT BACKGROUND

CLIENT & CREW

Client: UEG Worldwide in partnership with TRESemmé.
Creative Agency: Flixel Studios, celebrated for its expertise in technology and creative innovation.
Creative Team: Guided by Chief Creative Mark Homza.
Photographer + Director: Ylva Erevall.
Producer: Jon Brewer.
Camera Operators: Bryan Koss and Danny Grunes

Outdoor Shoots and Variable Weather Conditions: The project involved outdoor shooting in Los Angeles, where weather conditions can be unpredictable. This required adaptability and planning to work around unforeseen changes.

Optimal Lighting: Achieving the perfect lighting conditions during the shoot can be challenging, especially when shooting outdoors and needing to adhere to specific time frames.

Influencer Aesthetic Alignment: Ensuring that the cinemagraphs align with the individual influencer's content aesthetic is crucial for a successful campaign.

CHALLENGES

The creative team, led by Ylva Erevall and guided by Chief Creative Mark Homza, adeptly addressed the challenges encountered during the TRESemmé cinemagraph campaign:

1. Optimizing Lighting Conditions: Despite the changing weather conditions and challenges of outdoor shooting, the team swiftly adapted to the circumstances. When optimal lighting conditions could not be met, the crew effectively rescouted the area within the parameters of location permits to identify an ideal spot for lighting. This flexibility ensured that the quality of the cinemagraphs remained uncompromised.

2. Overcast Day Adaptation: On one of the scheduled shoot days, the weather proved overcast, a situation that did not align with the assigned influencer's content aesthetic. To address this, the team decided to shift the shooting location, moving to a rooftop bar for a sunset shot instead of the initially planned iconic Venice sign. The producer, Jon Brewer, played a crucial role in managing this change efficiently, maintaining the project's overall objectives.

APPROACH