Being the first Lebanese beauty salon to open its branches in different European countries starting with London, Pace e Luce has launched 2015 by venturing into the world of video production for the first time since 2010 with the winter campaign titled Roxanne.
Described by Bobolink Creative Director Labib El-Choufani, as a "dreamy story about four confident, seductive women misleading their male admirer in a winter-wonderland-esque maze" Roxanne is a one-minute film highlighting the sleek hairstyles that are in this season.
For the first time, Pace e Luce brings elaborate set design into its campaigns. The set was the crucial element to create the campaign's cold and dreamy tone. Distracting and confusing the viewer, the campaign takes place in a fantastical wintry maze.
The four models that starred in Roxanne were given clear-cut looks for the campaign: ponytails ranging from super-high to low-hanging, a pulled-up artistic chignon, and a minimal lavender bob to showcase the experimental trend of colored hair this season. "We want to speak to all women around the world. That's why we're highlighting the hairstyles that are trending globally and which relate to these modern women everywhere," mentioned Anwar Zaidan, Pace e Luce's co-founder, “this is very important since we are officially becoming an international salon.”
The makeup looks were heavily inspired by the trending dark lip shades that ranged from violet to burgundy, keeping the rest of the face as clear as possible, drawing attention solely to the lips.
Art Directed and styled by Omar Daou, Bobolink's Art Director, the campaign's cast was donned sleek and minimal dresses from Sanda Mansour and L'atelier C that featured lace and silk in powdery colors, as well as glamorous, feminine jewelry from Effy's. "The women had to be comfortable moving around and they needed that air of glamour, but it had to be kept as simple as possible to show that seduction is more about the attitude than the styling," Daou mentioned.
The campaign was photographed by up-and-coming photographer and DOP Youssef Nassar who made sure to capture the spirit of Roxanne in both photo and video.