Alfresco – ‘Yes HairCare’

Advert for the launch of the new hair care product range ‘Yes! HairCare’.

Shot on RED Epic 4K.

Client – Alfresco – Beauty Without Bites
Agency & Prod. Company – Groundwork Pictures
Producer – Rubin Moyo
Director – Charles H. Joslain
D.O.P. – Theo Ribeiro

Over the course of 2013-2014, I oversaw the re-branding of the company’s identity including:

• oversight of the complete redesigning of the client’s web presence
• strategizing the campaign launch on all platforms: print, online, musical release & radio interviews
• product launch oversight in the media and communication strategy implemented via a London-based PR agency
• adapting multiple designs & sales strategies for the various sensitivities of European, Middle-Eastern and Asian markets
• participation in the Cosmoprof 2014 exhibition in Bologna, Italy
• input in the designing of products for the new line of Yes Haircare! products
• development of the Alfresco app
• I was also involved in helping the CEO and Head of Sales securing deals with international resellers in Hong-Kong, U.A.E. and Austria (ensuring continuity of brand identity worldwide despite local and cultural specificities)

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Alfresco Haircare product line & redesigned Logo/Brand Identity