TRESemmé And J Walter Thompson Take 360 View Of NYFW

TRESemmé And J Walter Thompson Take 360 View Of NYFW

TRESemmé has unveiled a virtual backstage pass to the New York Fashion Week (NYFW) festival, through a unique digital and social campaign developed and executed by J.Walter Thompson Sydney.

The TresPass 360 campaign provides an immersive 360 video for Facebook, which follows a model as she transforms from street to backstage to catwalk with the help of TRESemmé.   It is also being executed via Instagram.

J. Walter Thompson Sydney ECD Simon Langley said the campaign aimed to both leverage TRESemmé ’s sponsorship of NYFW, while reinforcing the professional, expert quality that TRESemmé provides.

“New York Fashion Week is one of the most talked about events on the fashion industry’s calendar but only a small few get to experience it first-hand. We wanted to deliver on TRESemmé ’s brand promise by giving both Australians, and people from across the globe, a unique insider access to all the chaos and wonder of NYFW,” he said.

Langley explained that a range of innovative production processes were used to produce the 360 content within a very tight timeframe. He said it was filmed backstage at the BCBG Max Azria show on Feb 11, with final content produced within one week.

“The entire campaign was produced amongst the chaos of NYFW. It was a very fast-paced, unstructured environment, with no room for error. The result is a unique piece of content that was only made possible through the partnership of the amazing TRESemmé team, who were prepared to push the boundaries of digital storytelling.”

J. Walter Thompson’s group digital creative director Jay Morgan added, “TRES-PASS for TRESemmé is a significant proof point for the work we are striving to create for our clients – an engaging experience using innovative technology delivered to a mass audience all underpinned by a powerful idea.

“Not just technology for technology’s sake this is the utilisation of tech to tell brand stories in new ways. In only 72hrs we’re at over one million views and the audience are loving it, the comments are overwhelmingly positive.”

J Walter Thompson is the lead creative agency responsible for the digital and social work across the hair care portfolio of Unilever’s brands, including TRESemmé, Sunsilk TONI&GUY & Dove.

Creative credits:
Client – TRESemmé
Claire Hooper – Marketing Director Hair & Skin
Amanda Russo – TRESemmé Brand Manager
Kristal Clements – TRESemmé Assistant Brand Manager
Agency: J. Walter Thompson Sydney
Simon Langley – Executive Creative Director
Jay Morgan – Group Digital Creative Director
Steven Hey & Dylan Soopramania – Creative Team
Angela Morris – Executive Planning Director
Carly Yanco – Senior Planner
Milly Hall – Group Account Director
Isabelle Udall – Account Manager
Production Company:BigLook360
Brad Murano – VRDP, Director/Editorial
Lance Loesberg – CEO/Exec. Producer
Sound Studio: WE LOVE JAM STUDIOS
Jared Underwood – Sound Composer and Designer




Latest News

Adobe Launches Express Mobile App With Firefly AI
  • Technology

Adobe Launches Express Mobile App With Firefly AI

Adobe has launched a new Adobe Express mobile app, giving users Firefly AI on the go. Adobe Express is the all-in-one AI content creation app that makes it fast and easy for anyone to ideate, design and share standout social media posts, videos, flyers, logos and more. Millions of users around the world are turning […]

ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
  • Media

ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane

ThinkNewsBrands in collaboration with the Independent Media Agencies of Australia (IMAA),  continued the in-person education rollout of the Publishing & News101 learning module yesterday, extending its reach to independent media agencies in Brisbane. That means Queensland has become the second state to benefit from the special in-person training and certification program. The program delves into […]

B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
  • B&T TV

B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn

B&T had the honour of travelling to GroupM’s lush North Sydney offices to chat with Tatiana Patrón and Missie Saroyan, who had travelled all the way from the US to see how we do things down under. Patrón is an associate client investment lead in Wavemaker’s New York office, while Saroyan serves as a programmatic […]

HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
  • Campaigns

HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square

HoMie, a Melbourne-based streetwear label that supports young people affected by homelessness or hardship, has turned traditional buy-one-get-one-free retail offers on their head with a special promotional campaign developed by Town Square. HoMie has launched ‘Give One. Get One,’ where for every HoMie hoodie purchased for Youth Homelessness Matters Day, fellow streetwear label Champion will […]

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
  • Campaigns

Thinkerbell Takes Us Back To Summer In Latest Work For XXXX

Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]