EIMI (which means “I am”) is a Wella Professional suite of styling products targeting the consumer market. To introduce the products, we were tasked with designing & producing both Long Lead and Short Lead Media Events, Pointing out Wella’s long time commitment to the Profession Hair Styling Industry, we situated this event “Backstage at Fashion Week.”
Escorting the media into a vignette of the bustling backstage hub of Hair Styling which goes on during Fashion Week. We created an immersion experience which provided the client with compelling stage to tell their product story.
To invite one on one discussions with the press, we also created a more intimate setting where Wella Professional Experts could talk shop with editors about their use of products on the models. We also hired a graffiti artists to create a singular Canvas composed of editor responses to the fill in the blank “I am?” Instagram Posts for the event flourished.