Run Le Hair Show — Style & Colour Trophy Campaign

L’Oréal Professionnel

Two women standing close together, one with dark wavy hair and the other with curly brown hair, both wearing black leather outfits, against a plain white background.

OVERVIEW:

  • Client: L'Oréal Professionnel

  • Project: Style & Colour Trophy — Promotional Shoot for the U.S. Global Third-Place Winner

  • Role: Creative & Art Director, Producer

  • Location: Studio in Jacksonville, FL

  • Duration: 2 weeks

  • Deliverables: Photo and video campaign coverage.

THE CHALLENGE:

For L’Oréal Professionnel, Daryna led the creative direction and production of a beauty campaign for Run Le Hair Show, creating photo and video content featuring Erica Keelen, the U.S. representative who placed third globally in the Style & Colour Trophy competition.

When COVID-19 travel restrictions prevented Erica from traveling to New York for filming, Daryna led a Jacksonville-based production team while the Paris team supervised remotely via Zoom.

CREATIVE PRODUCTION APPROACH:

Daryna translated the brief into a cohesive production and led the project from pre-production through final delivery. She developed the production plan, coordinated communication across teams, and managed the budget, schedule, crew, talent, wardrobe, lighting, sound, photography, and video.

The New York-based L’Oréal team traveled to Jacksonville to oversee the shoot, while the Paris team supervised remotely via Zoom throughout the production.

DELIVERABLES:

Daryna delivered a complete campaign package of 11 still images, hair-color process b-roll, artist interviews, and model motion clips for L’Oréal Professionnel’s editorial and promotional use.

The production gave L’Oréal Professionnel a complete set of campaign assets to showcase the artist, the hair-color process, and the competition story across channels.

Run Le Hair Show later generated more than two million views on YouTube as a broader series.

A woman with curly hair wearing a black satin blouse with detailed shoulder accents and metallic pants, standing against a plain light gray background.
Two women with curly hair wearing black leather outfits pose against a white background, with one woman gently holding the other's shoulder.
Two women standing side by side against a plain gray background, both wearing black clothing and looking at the camera.
Side-profile portrait of a woman with long, voluminous curly brown hair wearing a black sleeveless top
Side-profile portrait of a woman with long, voluminous curly brown hair wearing a black sleeveless top
Back view of a woman with long, voluminous dark brown curly hair wearing a black leather sleeveless dress.
Back view of a woman with long, voluminous dark brown curly hair wearing a black leather sleeveless dress.
Side-profile portrait of a woman with long, voluminous curly dark hair wearing a white ribbed shirt
Side-profile portrait of a woman with long, voluminous curly dark hair wearing a white ribbed shirt
Back view of a person with voluminous dark curly hair wearing a white short-sleeve shirt
Back view of a person with voluminous dark curly hair wearing a white short-sleeve shirt
Portrait of a woman with long curly highlighted hair wearing a black sleeveless leather dress
Portrait of a woman with long curly highlighted hair wearing a black sleeveless leather dress
Side-profile portrait of a woman with voluminous curly brown hair wearing a black sleeveless top
Side-profile portrait of a woman with voluminous curly brown hair wearing a black sleeveless top
Portrait of a woman with voluminous curly dark hair wearing a white shirt against a gray background
Portrait of a woman with voluminous curly dark hair wearing a white shirt against a gray background
Side-profile portrait of a woman with long, voluminous curly black hair wearing a white ribbed shirt
Side-profile portrait of a woman with long, voluminous curly black hair wearing a white ribbed shirt