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Video and Branded Entertainment

Times Square is Marketing Gold

The Brief

TIGI, the maker of popular hair care brands like BedHead and Catwalk, asked Agency Entourage to create a behind-the-scenes music video for its BedHead brand featuring the newly signed spokes model, Nastia Liukin. To kick off its multi-year deal with the 5-time Olympic Gold Medalist, TIGI arranged for renowned British photographer Alex Barron-Hough to do a photo shoot with Liukin — not only in the studio, but also in the gym.

The Solution

Agency Entourage teamed up with producers Red Sanders and Chris Rodriguez of Red Productions to create three videos — :30, :60 and :90 seconds — for an integrated marketing campaign to promote the BedHead product line. Our content marketing strategy was geared toward capturing the beauty, glamour and fascinating side of Liukin’s unique life. The videos are designed for TV, web and promotional purposes and may be seen throughout salons carrying the TIGI brand. Additionally, we produced a :15 second version of the video that ran on the jumbotron in New York’s Time Square during the 2012 holiday shopping season.

The Creative

Creatively, Agency Entourage able to catch moments of the day-long photo shoot that demonstrate how Liukin truly embodies the characteristics that BedHead by TIGI is all about — energy, fun, sexiness and living far from the ordinary. An edgy, custom music track composed by David Armstrong is used to accompany the behind-the-scenes footage of her at the gym, posing in studio for the photo shoot, and even candid moments during hair and makeup.

Not only was the client extremely pleased with the end product, Liukin’s promotion team requested portions of the video footage of her workout that we created for an interview segment on CNN. It proved to be an ideal backdrop for Liukin’s appearance on “Piers Morgan Tonight” featuring a number of 2012 London Olympic hopefuls.

The Result

  • 1.5M+ people watched the video every day during the holiday shopping season.

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