OPI celebrates International Women’s Day with new ‘What’s Your Colour?’ campaign via 35 Degrees North and The Woodshed

OPI has launched a series of three films for International Women’s Day that beautifully capture who they are and redefine what colour means in the world of fashion and beauty. The campaign was created by creative production agency 35 Degrees North and production company The Woodshed.

The series features AFL Player Sabrina Frederick, LGBTQIA+ advocate Riley Minford and Olive Farmer Sam Meron as they describe how their choice of colour has become a part of who they are.

35 Degrees North and The Woodshed worked closely with OPI to develop a concept that went further than the documentary, hoping to find a more poetic style that captured something raw and heartfelt that really resonated.

Speaking about the partnership Laethe Holdom, executive producer at 35 Degrees North says: “I’m glad OPI have backed this series, and we’re so proud to bring it to life. And it’s exciting to be able to launch this campaign for International Women’s Day.”

The films were directed by Justine Moyle, who most recently created the documentary feature, TALL Poppy: A Skater’s Story.

The Woodshed executive producer Brad Sayers says Moyle was the perfect fit for a project like this one: “Justine has the ability to find something that’s very human without being heavy handed.”

Says Moyle: “Working with OPI, Sabrina, Riley, and Sam was an incredible opportunity to look at the traditional norms of the beauty industry, and strip back what beauty and colour actually mean to a diverse range of women. When women share their stories, we all benefit and grow – that’s something really special that can only be portrayed through genuine experience.”

Says Cara Logue, producer at The Woodshed: “This project took a long time to come to fruition as production commenced during the Covid-19 pandemic, but it was well worth the wait. It’s a credit to OPI who remained committed to finding the best talent and staying the course. It’s been a pleasure to work with The Woodshed in helping cultivate the project and bring the stories of these 3 inspiring women to life.”

Sayers says of Moyle and Logue: “Both Justine and Cara are a remarkable force and have brought such insight, creativity and a wonderful energy to this project. If meaning is found in the sharing of life experience, then this series will certainly inspire the women of today and tomorrow.”

Adds Moyle: “The importance of representation can’t be underestimated, and we must showcase the voices that accurately embody ALL kinds of women. I want to give young girls the power to be like Sabrina, Riley, and Sam when they grow up, because they see themselves reflected in these colourful and charismatic personalities. Being a female footballer and wearing nail polish is just as achievable as being an LGBTQIA+ advocate wearing pink and high heels. We want to showcase that even if you’re busy changing the world, it’s okay to take care of yourself too – a little bit of polish can help you nail that brief, kick that goal or just show off who you really are.”

Justine Moyle joins Brad Sayers and Cara Logue at The Woodshed as it expands its offering into 2022.

The OPI campaign is being rolled out across digital and social spaces this week to align with International Women’s Day.

Advertiser: Wella Company ANZ
Brand: OPI
Marketing and Communications Director, Wella ANZ: Matthew Foster
Commercial Brand Manager, OPI: Lucy Jordan
Digital & Influencer Marketing Manager: Celeste Godoy

Agency: www.35degreesnorth.com.au
Executive Producer: Laethe Holdom

Sabrina Frederick
Agent: Vivid Sport
Riley Minford
Agent: Maxconnectors
Sam Meron
Contact: The Woodshed

Production Company: www.thewoodshed.net.au
Executive Producer: Brad Sayers
Producer: Cara Logue
Director: Justine Moyle
Cinematography: Brad Jarrett
Cam Assist: Matt Chow
Elec Assist: Thomas Ah Khoi
Sound Recordist: Phil Myers
Production Designer / Stylist: Gosia Zabłocką
Hair & Make Up: Mikele Simone & Johnny Beresford
Runner: Anna Cocquerel
Editor: Brad Sayers
Colourist: Matt Campbell
Audio Mix: Justin Flynn