Vera Blue fronts Wella Professional’s latest campaign via 35 Degrees North and The Woodshed

Wella Professional ANZ have partnered with singer song-writer Vera Blue in a stunning piece of branded content via 35 Degrees North and production company The Woodshed.

35 Degrees North and The Woodshed worked closely with Wella, incorporating their classic line “You can tell a Wella woman…” into a film that’s a combination of music video and high-end perfume commercial.

Says Laethe Holdom, executive producer, 35 Degrees North: “Vera Blue is such a perfect match for the Wella brand. It’s rare to have the opportunity to work on such an inspired project with such an incredible team.”

Shot on location in Darlinghurst in the stately home IONA, previously owned by Baz Luhrman, the film follows Vera as she is enticed into a house where different furnishings have been overgrown in a tangle of wild flowers. The foliage inspires her journey, and we are drawn in too, as we follow her flowing red hair.

Says Brad Sayers, director, The Woodshed: “I wanted a very raw, but muted, overgrown, lush world of native flowers and vegetation, that represented flourishes of Vera’s inspiration. It had to be visually striking but maintain restraint, as if this foliage had grown out of the furnishings of its own volition.

“The dark French provincial style of IONA was the perfect location for this project, offering up a grand staircase, antique piano and hints of the Baroque,” Sayers says. “Working with someone as talented as Vera Blue was such a pleasure.

“We used an acoustic recording of Vera’s song Regular Touch which added an emotional platform from which the images were suspended. The track has really brought this film to life and is a testament to Vera’s song-writing prowess.”

Vogue was on site to capture the process and to speak with Vera about the partnership.

The campaign is being rolled out across the digital and social spaces this week.

Client: Wella Company ANZ
Marketing and Communications Director, Wella ANZ: Matthew Foster
Brand Manager, Wella ANZ: Nicola Ashworth
Education Leader, Wella ANZ: Ludmila Hlinovsky

Brand Partnerships Agency: CEA
Vera Blue Management: Right Hand Management
Vera Blue Manager: Charlotte Ried
Wardrobe Stylist: Jana Bartolo

Agency: www.35degreesnorth.com.au
Executive Producer: Laethe Holdom
Producer: Sandra Falconer
Creative Direction: Richi Grisillo
Stills Photography: Tane Coffin

Production Company: www.thewoodshed.net.au
Producer: Brad Sayers
Director: Brad Sayers
Cinematography: Emilio Abbonizio
Art Direction: Jodie Andarakis
Floral Stylist: Annie Francis
Hair Stylist: Richi Grisillo
Make Up: Mikele Simone
Locations: Big House
Editor: Brad Sayers
Colourist: Matt Fezz
Audio Mix: Justin Flynn