THE EDIT

ghd’s The Edit was a series of 48 videos created over 5 days - showcasing inspirational hairdressers and their work whilst honing in on their personal stories.

I wanted each of the 48 videos to feel unique whilst still working as a series. Rather than a simple ‘how-to’ I wanted to evoke the emotion behind why each stylist got into hairdressing and why they create the work they love – through a mix of documentary style talking heads, fast-paced hair styling on set and end beauty looks with a little attitude and personality.

I created a visual style across all of the videos (including a set of guidelines for future videos) that felt premium but also had the grit that professional hairdressing requires. The set was flexible to make each video more interesting and specifically chosen soundtracks worked for each artist.

Teaser cut downs were also created for social which I created using snippets of the interviews that I felt would capture the most intrigue, leading to better click rates.