CALVIN WU — Wella: Blondor

A key visual (KV) created for Wella’s Blondor launch, print, and digital retail displays.

Art direction was exercised throughout the production from on-set model direction to wardrobe, and specifically for this campaign, set design. A location with warmer colors was intentionally was scouted and utilized in the production to establish a contrast of warm and cool to simultaneously create a striking visual and emphasize a key benefit to Blondor’s products, as it can lighten hair to cool tones.

Art direction was extended through post-production across a series of social assets accompanying the Blondor launch. This includes step-by-step videos and a narrative-driven Instagram story series working closely with hair color influencer, Zach Mesquit.