EIMI (which means “I am” in Greek,) is a Wella Professional suite of styling products targeted at the consumer market.

We were tasked with introducing EIMI and producing events aimed at attracting the attention of long lead and short lead media. Playing off of Wella’s long commitment to the hair styling industry, we created a “Backstage at Fashion Week” event, where editors were escorted through a bustling hub of hair styling of the kind that goes on during Fashion Week.

We created an immersion experience that provided the client with compelling stage to tell their product story. We also created a quieter, more intimate setting where editors could talk shop with Wella professional experts about their use of products on the models. And we hired graffiti artists to create a singular canvas composed of editor responses to the fill in the blank “I am?” Instagram Posts for the event.