Smyle ensures first hybrid Wella awards are cut above

Creative agency Smyle transformed the Wella Professionals TrendVision Awards UK & Ireland Finals ceremony into a hybrid format for the first time.

The in-person ceremony took place at the Roundhouse in London on Monday 11 November and was live-streamed to a wider audience.

Smyle created an hour-long virtual broadcast programme that blended live coverage and special filmed content including backstage footage and interviews with some of the industry stars involved with the event.

Allie Hargreaves, national education manager at Wella Professional, said: “We’re thrilled to be finally back together after such a challenging time for our industry. But we’re mindful that not everyone could be there in person and Smyle’s creative hybrid solution meant that everyone in the Wella family got to experience the fun – as well as enjoying some exclusive content at the same time.”

The broadcast ended with live coverage of the final catwalk show and the announcement of the winners. The whole show was hosted by Radio X presenter Elspeth Pierce, who broadcasted from a studio in the Roundhouse balcony with a bird’s eye view of the proceedings below. The live event was hosted by celebrity hairdresser Patrick Cameron, along with a special surprise guest.

Jonathan Boyne, communication director at Smyle, said: “We packed the show to give the in-person guests a night to remember, but it was important to make sure that the online guests didn’t feel left out and this virtual broadcast solution is ideal.

“There were some exclusives for people watching at home – but at the same time, it ignited the ambitions of the hairdressing stars of the future to make being at the Roundhouse for TrendVision Awards a career goal to work towards.”

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