L’Oréal - Matrix Festival 19
Hairdressers are losing faith in their craft. It is a hard job where they play the role of a psychologist, friend, artist, manager ... Brand needed to remind them that the journey is difficult but worthwhile. And Matrix is there to help them. Our concept was supposed to bring them back on the road and let them leave with new energy.
strategy & consulting
graphic & spatial design
direction & dramaturgy
digital & social
Hairdressing is hope, art, creativity, mission, and every single moment is worth it.
That's why we developed the Route 19 concept. The concept about their journey. Each participant was on another milestone, but everybody was sharing the same route. We wanted to give them a taste, hope and strength and send them to the world with the feeling that it was worth it. They are part of the Matrix family.
We started online before the festival. We let the hairdressers of the community realize and recall chivle when they were sick or hard, but then came the moment they said it was worth it. The stories of the individual who contributed to the competition then appeared in the festival premises.
When arriving at the event, everyone could sign on the gigantic Matrix Route 19 Wall, under claim "Proud to be hairdresser!" and express their affiliation with the family. With each workshop we wanted to get close to each of them. So the expert on the stage was always joined by one of their ranks, who shared his experience. We have achieved a sense of relevance and proximity. The lecture became a discussion, followed by a Q&A section, where each one could personally ask the expert what he was doing wrong, what he could change, etc.
The Gala Show is always the highlight of the program. This year we brought Matrix City. A town where every hairdresser, novice and senior lives. Start free-styling in the street, followed by own salon and more luxurious and wealthy customers, and ending it by staring at MET Gala with own styling. Stage was built to make everyone feel part of the city of Matrix. We put the presenter on the backstage and his role was to talk to people by broadcasting a "radio" Matrix. It is a concept and dramaturgy of the evening through other people who called the radio and shared their feelings with them. The most emotional part was the performance of a young singer, lost in Matrix City, who does not believe in herself. Moderator support her and let her sing New York by Alice Keys. During the songs we hear the individual stories of hairdressers, which we voiced over and put in the storyline of the song. The hairdressers were laughing, laughing, photo-shooting, social sharing, and we knew that the desire to be part of the Matrix family was born again.