Select NY: New identity for Sebastian Professional

First up, Select NY.Geneva/Paris has returned to the philosophical and aesthetic core of Sebastian Professional: "A bold vision of (hair) styling beyond convention," the agency wrote in a statement Wednesday. The new campaign is characterized by its formal reduction and clean design approach, inspired by the luxurious world of fashion editorials. The focus is on the specially designed Haircut Collection looks, staged by the brand's creative directors - hairstylists Michael Polsinelli and Shay Dempsey. For the target group, inspiration and ideas are much more important than the product itself.

The campaign was launched in the USA and will be used in selected salons, trade magazines and online in Europe in June.

Responsible at P&G Salon Professional: Christina Bouglass (Brand Manager), Olga Sitnikova (Education Manager). Responsible at Select NY Geneva / Paris: Jem Mitchell (Photographer). Responsible at Ralf Beckert Produktion, Düsseldorf: Fabrice Policella (Creative Director), Alexandra Mercuri, April Mae Alegre (Art Director), Liam Fearn (Copywriter), Rija Goldscheider (Strategic Planning Director), Kathy McKay (Account Director), Rebekka Rauscher (Managing Director).