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Capturing Beauty In Real Time.
Client Brief:
Pravana, a Henkel brand, has been a trusted innovator in professional haircare since 2004. With a commitment to artistry, science, and stylist empowerment, Pravana continues to lead in beauty tech and is known globally for its salon-grade color systems and high-performance products.
To launch its new Chromasilk line, Pravana needed to capture dramatic, multi-textured hair transformations for eight models, all in one day, while also generating a broad asset library for digital, print, and in-store use. In addition to the technical complexity of on-site color work, they needed campaign-ready imagery that felt elevated and aspirational.
Agency Process:
The campaign combined before-and-after transformations with lifestyle content. Studio lighting was used for the before-and-after shots to make hair color the focus, while lifestyle shots mixed natural and staged light to showcase vibrant colors outdoors. Production involved a full day at Pravana Studio for six hair colors and another full day in Malibu for lifestyle imagery, with our team managing casting, locations, and execution.
Project Execution:
dpgw designed a two-part creative strategy: first, a high-efficiency studio shoot where real-time transformations were captured in sequence, covering before, during, and after moments across eight diverse models. Then, we planned a second location-based shoot in Malibu designed to capture hero imagery for the campaign in a natural, lifestyle setting that aligned with Pravana’s brand tone. Together, the shoots provided a full visual system: utility and aspiration, precision and emotion.
Impact :
The content suite powered Pravana’s website, social media, national print, and retail displays. The dual-shoot structure gave the brand a complete visual ecosystem showcasing Chromasilk’s vibrancy and versatility through both technical demonstration and aspirational storytelling.
