NO RULES – CREATING CLOUD NINE’S FIRST BRAND CAMPAIGN25 August 2015
Working with a range of models at noted fashion photographer Guy Farrow’s studios in Yorkshire, each with very different hair types, session stylist Claire Rothstein worked her magic to create a mix of looks to highlight individuality, using the complete Cloud Nine tools range.
Using monochrome styling and black and white photography, we created a clean canvas to showcase our ‘No Rules’ message in text that was hand painted over the final image.
When the pioneers of heat-controlled hair styling, Cloud Nine, asked us to develop their first ever global brand campaign, we threw out the rulebook. As the campaign goes live nationwide in the UK this week, we share how our team took out the heat but created Cloud Nine’s hottest look yet…
Your hair is as unique as your fingerprint. And in a market full to the brim of companies claiming the secret to beautiful, healthy hair, filling magazines with images of glossy models’ manes positioned next to shiny product shots, we knew that for a pioneering brand like Cloud Nine, we needed to break the mould.
So, to take Cloud Nine’s message that there is no ‘one size fits all’ approach to something as individual and unique as your hair to the market, we chose to take a bold approach, highlighting the brand’s position as the revolutionary that it truly is.
Turn Key Creative Director, Richard Colvill, says: “We wanted to get as far away as possible from the twee world of hair styling advertising, where a product floats awkwardly next to a pristine model throwing her retouched hair around on a colourful backdrop.
“Instead, we wanted to go with black and white and bring more realism to our campaign in a way that compliments the Cloud Nine brand and gets across the idea of styling your own way for your own individual hair type.”
The first of the Cloud Nine’s No Rules images can be seen on shelves now, in this week’s Grazia magazine, with many more to come as this national advertising campaign rolls out across women’s consumer and hair trade media, in print and online.
Go behind the scenes on the No Rules shoot with us here…