INTRODUCING
SHADES EQ XL
To launch the up-sized "XL" version of Redken's iconic Shades EQ shine treatment, we took the campaign from the salon to the streets in true Y2K-inspired style, bringing the larger-than-life bottle to the masses. The social content was created and released to coincide with Redken's "National Gloss Day" on August 3rd, marking the debut of this new professional offering.
All assets were captured in a single day, both photo and video priority, shot on location at the iconic Redken Exchange in Hudson Yards.
CAST
Keegan Malyia Ostic — Blonde
Rebecca Moore — Brunette
Evan Michael Autio — Shades EQ Mascot
CREW
Executive Producer — David Thomsen
Producer & Director — Josh Brede
Associate Producer — Isabel LaSala
Cinematographer — Eric Teti
Photographer — Bri Johnson
Assistant Camera — Adam Roberts
Gaffer — Alex Brown
Key Grip — Max Garstak
Swing — Chase Shamlian
Digital Tech — Jimin Ou
1st Assistant — Michael Rasnic
2nd Assistant — Helen Ho
Hair Stylist — Gilad Goldstein
Hair Stylist — Tent Matthews
Makeup Artist — Sandy Nicha
Makeup Assistant — Hailey Sipes
Stylist — Julia Muller
Wardrobe Assistant — Cole Stevens
Production Assistant — Amy Sowe
Production Assistant — Nick Zervis
Production Company — Prime Content
Client — Redken Professional