Smoothly does it, a tasty branding job for Schwarzkopf to really get our teeth into..
Enlighten us..
The design team at Hatch were ecstatic when asked to brand the Schwarzkopf Training Academy in London’s W1 for ‘Coleen’s Real Woman’, an ITV2 show that challenged the image-obsessed society that we live in and searched for REAL women to put into high profile advertising and modelling jobs.
Initially, Hatch met with the Schwarzkopf head Marketing team at the academy to get a feel for the space, to discuss the brief, what the event was all about and what the client wanted to achieve from the branding campaign.
To be endorsed by Coleen Rooney and Lisa Snowdon, this new haircare range was to be showcased as large format artwork, to cover an entire wall along with signage for application to glass doors and lightboxes. The reception area and conference room were also to be fully branded.
Our mobile photography ‘studio’ – an invaluable service to many of our clients both past and present.
Lights, camera, action!
So, how to visually convey the delicious nature of this mouth-watering new range; with the rare capability to cover every discipline required to take a design job from initial sketch right through to top-drawer completion, Hatch began this project with a custom built photo shoot.
Employing our specialised mobile photography equipment; an anti-reflection cube to filter light, preventing shadows and glare; our ‘continuous light’ tungsten projectors and a top of the range Canon EOS 1D Camera, we were able to accurately shoot a variety of product compositions from individually ‘flavoured’ pairs right through to shots of the whole delectable range. Our fully networked equipment instantly fed the shots into the hands of our awaiting artwork-wizards.
Every speck of dust, imperfection on the packaging was meticulously digitally corrected, although shot in a controlled environment colour consistency between shots was also essential as they would likely be seen together in future marketing use. In a similarly meticulous way, the positioning of each separate product needed to be equally spaced and identically angled.
Upon final approval, all images were saved in both print and screen ready formats which were burned onto a DVD, fully branded with both contents inlay and front cover artworked to perfection, its purpose to serve as future marketing and sales collateral.
A silky, smooth result..
With the reception area and conference room fully branded, Hatch set the scene for this televised event. Our on-hand and one-stop-shop method of working really helped cut out costly
photographer’s expenses and the sometimes complicated and lengthy intervention of outside suppliers, enabling both the client to hit budget and Hatch to smoothly hit brief and deadline.
About the show..
Coleen faces her toughest challenge yet on her search for Real women. She has to find five different girls with five different hair types of hair for major hair product brand Schwarzkopf’s new range. She headed to Manchester for her open casting in search of the perfect hair and to help her street cast she enlists celebrity hairdresser Vernon. To help Coleen at the open
castings was top fashion producer Camilla Johnson Hill who has worked on campaigns from Gucci to Gap. The chosen five real women get made over by a professional team and then go head to head with the industries finest models to win the contract of a lifetime. Watch Lisa Snowdon get her summer waves with the Supersoft Smoothie from Schwarkopf below.
See how Hatch showcased the Schwazkopf Supersoft Smoothie range – presented in ‘Coleen’s Real Women’ show in 2008
Schwarzkopf Spa Offer POS. A free beauty treatment incentive calls for some seriously high end artwork.
Going back to our roots
The working relationship between Schwarzkopf and Hatch goes back over 10 years, and in the early days of that alliance, one particular project really gave us the opportunity to shine and prove our worth to the Schwarzkopf marketing team.
Our challenge was to conceptualise a campaign to promote a free beauty treatment with the purchase of any two products from the Schwarzkopf colour product range; LIVE Color XXL, LIVE Colour Accents, Vital Colors, Poly Tint Colors, Country Colors and Nordic Colors, for nationwide distribution to independent chemists and selected supermarkets.
The final design would be applied to all point of sale items such as shelf edges, colour brochures, A3 stand-alone promo-cards and offer information dispenser packs.
Covering all grey areas
It was essential to make a big impression with this project so no stone was left unturned when researching imagery that really hit the spot. A major stipulation of the brief was that any model featured should have ‘Schwarzkopf’ hair colouration.
With a limited budget our solution avoided the costly route of organising a specific photoshoot with models, hairstylists and spa location, although thinking back that would of been a nice day out of the studio : )
The mane image
As we had access to the original product packaging artwork from Germany the realisation hit that we already had a model shot with perfectly coloured hair although it was only a head & shoulders shot, so the search was on for the ideal body and backdrop images which would allow a starting point from which our technical wizards could weave their photoshop magic to conjure the perfect campaign scene.
A breakdown of the raw elements used within the final artwork.
Artworking Conditioning
With the chosen head a shoulders shot (image 1) in place we were certain to retain the exact hair colour, we found the image of an oriental model presenting the ideal posture. Taking the model from figure.2, we meticulously cut out the arms with the jacuzzi in the foreground and flipped this artwork to match the curve of our pool (fig.3) and to sit in front of our head shot (fig.1). Once the position was set we precisely colour-matched the Asian models’ skintone. With the creation of a flawless model relaxing within a spa environment our bespoke image was set in place, with the only hint of photo manipulation being spotted by the keenest of eyes…. that being turbulence in the foreground and the serene still water of the spa shot behind.
So, following painstaking hours at our photoshop salon, the artwork was finally in place. A good composition lending itself to successful application, it was easily adapted to work within each point-of-sale item. We also took a range shot of the products included in the offer and artworked this onto all pieces.
The campaign went swimmingly! Really highlighting the technical dexterity and craftmanship of our creative team.
To add some body and shine to your advertising campaign, why not have a chat with one of our stylists on 020 8297 1200.
