With a proud Australian heritage to the brand, ELEVEN Australia shot its new campaign in an iconic Australian location, taking to Australia’s red centre to celebrate the movement, vastness and rich hues of our national landscape. The Alice Springs campaign merges bold silhouettes and colours with velvet red sand and sweeping blue skies, as shot at the Simpsons Gap, Illparra Claypans and Hale at the Red Centre in the Northern Territory.
“The Australian outback with its sunburnt landscapes, rich red dunes and deep blue skies was the perfect backdrop to bring the colour of ELEVEN Australia to life,” said photographer and ELEVEN Australia Co-Creative Director Andrew O’Toole, who led the shoot with fellow Co-Creative Director and award winning hairdresser Joey Scandizzo. “We wanted to capture the essence of our Australian roots and show the world the rugged beauty of home. It was incredible to see the textures Joey created with the models’ hair against the rugged, natural landscapes of the outback. The golden light and the cast open spaces really highlighted the wonder of Australia. We felt connected to the land.”
“Everyone knows I love the ocean but being in the remote centre of Australia shooting the campaign with Andrew and the ELEVEN Australia team was such an incredible experience,” Joey continued. “With this shoot being about colour and movement, it was important that was reflected in the hair. Working with the models’ natural hair textures, nothing was too perfect or over worked. I wanted it to be free and something that represented who we are as ELEVEN – modern, wearable and attainable.”
The brand’s Miracle Hair Treatment was paramount in creating the texture, movement and fluidity necessary in the bold campaign aesthetic. The product also provided UVA and UVB protection to shield against the harsh heat, while I Want Body Texture Spray, Smooth & Shine Anti-Frizz Serum and Medium Hold Styling Cream were also important in creating body, volume and sheen in the extreme climate. Structural shapes and effortless blends defined the hair looks, while bright fashion styling and beauty choices complemented the rich backdrop.
Check out the full campaign below.
Hair: Joey Scandizzo
Photography: Andrew O’Toole
Makeup: Kylie O’Toole
Styling: Karly Brown
Video: Ribal Hosn
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