Monday Haircare we're rolling out a new range of haircare products and needed my help across the entire project, with the end goal of creating a library of assets including paid media, organic and presentations.

Not just assigned a singular role of video editor, but instead being involved across the entire process, here is a list of roles undertaken in this campaign;

Storyboarding

Scrubbing/Choosing Shots

Grading footage

Video Editing

Motion Design

Digital Design

The client wanted to differentiate the three products in terms of Art Direction, but still correlate with the brand identity and guidelines.

Pre-production involved storyboarding, working out shots, understanding edits and transitions and how to fit the edit into 6 and 15 second segments.

All footage was shot RAW meaning grading on brand and setting levels was essential to bring the the footage to life. I leaned more into the pink hues to match the brand identity.

I decided to go for a Bento Box style transition as it matched the retro art direction. I also needed to add in a spray effect to emulate hairspray in After Effects. I also rotoscoped out stray hairs to emphasise the firm hold look.

10 in 10 minutes was the strapline for this one, and so i worked closesly with a 3d team to create a 3D lockup that i could play with in Cinema4D and After effects to get the desired look i wanted. A lot of rotoscoping was needed for the hair to look perfect as the wind machine made it not look controlled. The clock wipe transition was to emphasise the fast nature of 10 minutes. The final frame was tracked using Mocha Pro to follow the wack.

A new bodywash, i made my edit to include some steamy/sauna effect to the footage in post, as well as make sure the talent looked like they had got out of the shower/bath - achieved through adjustment layers and layers of water droplets superimposed. We were limited on shots for this one so i decided to create a middle section that rotoscoped out the same model to give the impression she was in multiple scenes, and then move her in the background on a 4-color gradient to blend.

I also made supporting assets to tease the release of new content, my favourite of those was the body wash which i created a glass shower wall effect all in After effects.