TV SHOW /// LA HAIR
Redesign industrial floorspace for Kim Kimble Hair Salon for the TV Series LA Hair Season 3. Inclusive of overall design, installation, branding, custom wall graphics, logo animation, sourcing & staging, budgets & trade-outs.
PRODUCTION DESIGNER | PAULA NEWSTAT
GRAPHIC DESIGNER | PAULA NEWSTAT
SCOPE | BRANDING, SPATIAL DESIGN, CUSTOM GRAPHICS, INSTALLATION & STAGING
OBSTACLES |
/// EXECUTIVE PRODUCER & NETWORK APPROVALS.
/// THIRD SEASON, BREAKING FREE OF THE PAST.
/// THINKING BIGGER.
/// COLOR FOR CAMERA & TALENT.
/// VISION
To bring the brand to life through concept, color, texture & spatial flow.
for the final product to compliment talent and show well on television.
/// BACKGROUND
The show was on its third season, previous production designers had not brought the level of high quality to the brand. For on camera the show needed to pop more, for scenes in the salon. Therefore we needed to ensure our palette was complimentary to talent.
The owner of the salon Kim Kimble is very well known in the hair industry with many celebrity clients, such as Beyonce Knowles & Mary J. Blige. she is also extremely passionate and involved in her brand. She enjoyed design, but didn't necessarily know how to bring it altogether.
The salon is an industrial floorspace, made up of 2 very large open areas with access through open doorways. With many rooms to the edges for enclosed salon space, & Kim's VIP room etc.
Original look was like an art gallery white space concept, large canvas prints of hairdos and white walls. It felt cold and not complete.
/// KEY ART EXPLORE
A full range of key art was explored, well over 60 comps, including specialty packaging concepts.
A sample selection of explore is shown.
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RESULT
FAN TESTING
/// Fox has internal fan test groups, when we want to gauge in-house thoughts on creative. When external fan group testing is not occurring.
/// The response to the creative was exciting, most were comfortable with change, some struggled with breaking away from the past.
/// "These are all beautiful, very difficult." S.Locke NOV 20, 2018
RESULT
/// Key art explore & big ideas were received so well, three different pieces of art were selected and used for packaging skews, UX, online & social graphics.
/// Releasing globally on April 23rd. The UK loved the creative, and wanted to add a GWP to their steelbook skew. To help drive sales and ownership.
/// Successfully re-imagined the remastered release of ALIEN on UHD. With an innovative vision for the creative that broke the mold of the past, but stayed true to the franchise.