The HAIR LIKE YOU campaign from Great Lengths aims to make hair extensions appealing to every woman.
Usually, extensions are solely perceived as a way to give the client longer and fuller hair in an eye-catching way. However, there are actually many ways that extensions can accentuate natural hair. Women who prefer a minimalistic and natural look can choose extensions too, as extensions can be truly subtle and a flexible beauty tool.
HAIR LIKE YOU showcases different hair styles on models: not only long hair, but also medium and short length hairstyles. What they have in common, is volume, which can, thanks to the application of Great Lengths extensions, be perfectly controlled and look effortless and natural. It is common knowledge in the hair industry and the world over that one of the features women desire the most, at any age, is voluminous healthy looking hair The six models from the HAIR LIKE YOU campaign each have their own unique styles - from Flavia’s overstated volume to Alesia’s seamless cut – but they all share a definition of shape, volume, color and texture, that is personalized according to the model’s face and personality.
The overall concept, starting from the hair style including fashion styling, make up, photography and video making, is inspired by a philosophy of personal storytelling. The concept that women empowerment can be ignited through the choice of an individual look, rather than following trends and standards. The emphasis of one’s own physical features and personal taste.
When interviewed about their experience with wearing Great Lengths Hair Extensions, the models from the campaign shoot highlighted how it was their first time ever wearing extensions and they all commented on an unexpectedly positive experience. They were surprised by the fact that they looked and moved exactly like their own hair and that they were completely invisible and very comfortable.
However, there is so much more than the satisfaction of the new look: the extensions bring a new emotional status.
Model Anja commented: "Wearing extensions gave me such a feeling of confidence, I felt so feminine, powerful and flawless".
Paying homage to its heritage, the campaign was created and the shoot took place in Rome, the iconic city, where Great Lengths was founded and where its biggest production plant is still located. The Dorja Pamphilji Palace is an exquisite museum with a priceless collection of Italian and European Renaissance and Baroque paintings. Exceptionally, this is the first time that the palace has been allowed to be used for a photographic shoot. The historical setting is counterbalanced by the contemporary look and feel of the image, displaying a heterogeneous group of women of different age and origin.
The soundtrack of the collection video has been inspired by this unique location, mixing two completely different genres: baroque and electronic music. The track revolves around the re-sampling of a Frescobaldi air, manipulated and used as vocal fragments throughout the composition. The result is a dream-like journey between ethereal voices, and ongoing rhythmical shifts.
Enjoy the video!
HAIR LIKE YOU
Hair Extensions Campaign 2019 by Great Lengths
Creative Direction: 00:am
Film Director: Alessandro Molinari
Hair Director: Lorenza Ferretti
Photographer: Andrea Olivo @ Aura Photo Agency
Great Lengths extensions application: Danielle Keasling, Diego Vulpetti, Nancy Lee Randolph, Gisella Obinu, Lorenzo Belardi
Models: Alesia, Flavia, Anja, Katherina, Marina, Marjam @ Be Nice Milano
Stylist: Luca Imbimbo
Make Up: Kassandra Frua De Angel @ Aura Photo Agency
Production Manager: Marco Bonzanini @ Zerolab
Editing: Elena Quarta
Music: Stefano Diso
Storytelling: Elisa Barbieri
Special Thanks to: Palazzo Doria Pamphilj