Client: Wella
Art Direction // Social // Photo & Video
![](http://viacalvin.com/wp-content/uploads/2022/09/Blondor_via_header.png)
Web / Wella.com
![](http://viacalvin.com/wp-content/uploads/2019/10/screencapture-wella-professional-en-US-home-2019-08-12-12_03_14-copy.jpg)
Proj. Notes
![](http://viacalvin.com/wp-content/uploads/2019/10/WC_Blondor_Bolt_Toners_KV_RGB_Vert_HiRes.jpg)
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.