SHANGHAI, CHINA – Created for Vidal Sassoon’s (VS) styling range, the high-energy films (with a touch of humour) make a bold statement about personal expression, as we see a young pair create fresh new identities for themselves, swiftly going from style rookies to style icons.
Shot in-studio and using innovative motion graphics, bold colours and exciting camera techniques, the films show a versatile visual language that speaks to a new generation. A series of fast-cut shots show our pairs’ journey to achieving their perfect individual styles. The VS space is enhanced by graphic installations that reflect the brand’s edgy and colourful identity.
Director Roni Shao said, “I love how smart these scripts are. They are all about personality, so we put a lot of energy into bringing a sense of fun and creativity into both the storytelling and cinematography in order to express that.”
Credits
Client: P&G, Vidal Sassoon
Brand Director: Fanny Fan
Brand Manager: Ryan Sun
Assistant Brand Manager: Aaron Tang
BBIC Asia, P&G: Dalbag Khaira
Agency: Saatchi & Saatchi Shanghai
Executive Creative Director: Jazzy Chan
Creative Director: Joy Zou
Creative Director / Head of Art: Theresa Linares
Art Director: Shawn Zhang
Business Director: Joyce Chen
Senior Account Director: Tammy Tan
Account Executive: Nai Li
Senior TV Producer: Vonny Shing
Production Company: Sweetshop China
Director: Roni Shao
Senior Producer: Catherine Law
Junior Producer: Stacey Lu
Post Producer: Jud Willmont
Managing Director & Executive Producer: Laura Geagea
DOP: Paul Morris
Art Director: Julius Mak
Post Company: MPC Shanghai
Executive Producer: Jamie Loudon
Producer: Xiao Liu
Offline Editor: Mo Lyu
Colourist: Nicola Gasparri
Motions Graphics Artist: Lucas Casagrande
Online Artist: Andrew Kang
