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Jack Morton delivers Wella 2017 hair trends

A cut above as agency manages live catwalk and online presence for hair care company's TrendVision

Pictured: the catwalk for this year's TrendVision at Fira, Barcelona

Jack Morton Worldwide has helped bring Wella Professionals' 2017 hair trends to the catwalk, with a live and digital launch to stylists and media.

The agency helped deliver TrendVision, which premiers the hair trends and forms the finale of Wella's International TrendVision Award (ITVA), on 6 November at Fira, Barcelona. It was also broadcast online to thousands of other viewers.

Steadicams were used onstage along with slo-mo elements, to create a new level of detail and visual storytelling of the live catwalk show. The digital experience was also extended to Wella's eEducation platform, which featured bite-sized pieces of content such as behind-the-scenes photographer.

Jeavon Smith, creative director, Jack Morton Worldwide, said: "TrendVision is always a fantastic creative opportunity to do something extraordinary in our partnership with Wella. This year we had the chance to further push the boundaries of how we tell the story of a live catwalk show for multiple audiences. Our concept was to create a digital narrative that took our audience closer to Wella’s craftsmanship and creative vision than ever before."

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