Jack Morton delivers Wella's TrendVision 2016

Jack Morton Worldwide was selected by Wella to run TrendVision 2016, which took place at Fira Barcelona this week.

Launching Wella Professionals’ key hair trends for 2017 for stylists and the media, the event took place on 6 November at Fira Barcelona. This year, Wella wanted to create a 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.


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The digital experience incorporated a bespoke edit of the 2017 trend reveal, which involved use of steadicams on stage and live slow motion 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, for which bite-sized pieces of content were created. 

Reiner Sauter, VP, creative hair, 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."

TrendVision 2016 saw the unveiling of S/S ‘Ultra-Contouring’, taking the contouring concept from makeup to hair colouring and cutting, and A/W ‘Past-Forward’, taking classic hair looks such as braids, and reinventing with a modern, fashion-forward aesthetic.

Jeavon Smith, creative director, 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."

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