Trend Vision Awards 2022
for Wella UK
The Trend Vision Awards by Wella have become one of the most sought-after prizes in the industry. Thanks to Fondness, for the second year in a row this extraordinary event has been made available to a larger public through its live broadcasts. Hair styling enthusiasts and competition entrants have witnessed amazing looks created by top stylists, gained knowledge directly from them, and were provided exclusive access to the winners' announcements. With the perfect balance of interviews, scripted broadcasts with professional hosts, and marvellous hair creations, this acclaimed event easily stands above others. As a result, it's no surprise the Trend Vision Awards is one of the most in-demand events for all hair styling professionals. Fondness is proud to have been part of this incredible journey and looks forward to many more years as a partner in making these awards accessible to an even wider audience.
Producing a show is an intricate process involving many creative disciplines, personnel, and components. We have honed this skill to perfection; our shows prove that. From the live broadcast to creating all the supporting content used to drive signups and promote the show, we work closely with our partners to make sure even the smallest details are handled with precision. In doing so, we make sure that these shows have a greater impact – they will not just go live on the air date and then never be seen again, but the individual parts can be repurposed to resonate with viewers long after their initial air date. This is a massive project which requires not just creativity but also an eye for detail and strategy, something we provide in full!
Producer / Director / Script: Danny Mendoza-Hall | Photographer: Ben Ottewell | Hair: James Earnshaw & Nikki Clifford | DOP: Irene Calvo & Aurelia Bergs | Makeup: Meg Lindow | Lighting & assistant: Russel Higton and Joshua Hippolyte | Live playout partner: Broadly Studios | Design and post-production: Rita Conry & Cynthia Meng | Hosts: Colin McAndrew & Elspeth Pierce | Models: Morgan, Talia, Sophie & Rue | Wella production Team: Dasiy Hewitt, Jenni Lovegrove, Melanie Wood, Niolca Prior & Sophie Lyons.
Hair transformations that inspire.
Working with world-renowned hair stylists James Earnshaw and Nikki Clifford was an incredible experience! To showcase their styling skills, we created a dazzling disco-themed shoot to show the TVA contestants what best-in-class looks like. This film was constructed in three distinct sections - covering the entire process from start to finish. The first part featured an introduction to the ideation stage, while the follow-up parts provided four full step-by-step films that demonstrated how these glamorous looks can be easily achieved. Finally, viewers were treated to the finished looks shown in a custom-built set! These visuals were then released across Wella's social media accounts and education pages for all to enjoy. It was truly magical to witness inspiration come alive through ultimate collaboration between industry professionals.
Live shows.
The scripting for the live shows was a major undertaking involving numerous components. Each show contained 2-3 minute sections in which content from multiple sources was manifested into a cohesive experience. To increase the feeling of a live event, an interactive green room with the hosts was set up and portions of these interactions were streamed during the broadcast to add to the sense of occasion. All of this combined with carefully crafted product messages, timely social awareness, conversational log blocks featuring stories of interest from the hosts, as well as detailed information about upcoming events kept viewers engaged for all 45 minutes. The result - an exciting and highly enjoyable show that garnered praise from all audiences.
Supporting assets.
This project was no small feat! Our team worked closely with Wellas social media team to create a full suite of assets to promote the show. This included launching a website with a live stream, capturing data from those that signed up, creating animated styles for TVA campaigns, plus delivering amazing photography, brand films and step-by-step films. Despite this being a massive task, we ended up exporting over 500 individual assets during the process and ultimately delivered an exceptional product to our clients.
50+ Social and digital assets
120 Animated name cards in two formats for both the main show and to be emailed to the winners for use on their socials.
4 full step by step films and 8 social cutdowns
16 interviews with top industry professionals and past winners and a venue reveal film.