John Frieda
Creator-register footage, held to a brand standard.
What it was
Social creative shot in a creator register and finished to brand. Handheld coverage, natural sound and unfussy framing at the front end; colour, type and product accuracy handled with the rigour of a broadcast spot at the back end.
- Brand
- John Frieda
- Year
- 2021
- Sector
- Haircare
- Lane
- Performance video
How it was made
The brief
Haircare content has to look unproduced and still be exactly right about colour. Those two requirements pull against each other, and everything below is a way of holding both at once.
The rig
Handheld, small crew, colour chart in the first frame of every setup. The chart is the only thing on set that looks like a production, and it is the reason the grade can be trusted later.
The system
Coverage is shot in blocks - claim, application, result, sign-off - so cuts can be assembled in any order and rebuilt when a claim changes rather than reshot.
The pass
Shade checked against the physical pack under a controlled light, claim wording checked against the approved list, and every cut watched once with the sound off before anyone signs it.
Same rig, every account, every working day.
Every angle in flight moves every working day. Something you can look at, not a status update. If we miss a day, you don't pay for it.