LAIMALUX GEORGIA creative and experiential campaign „RAVERS NIGHT“

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LAIMALUX GEORGIA presents a creative and experiential campaign – Goldwell hair artists for night club KHIDI and faces you have not seen before.

The newly-imagined concept is the first hair photo project in the region to offer a film like shot at the look of the hair and how it is captured. “We fight together we dance together, or should we say hair together?”— a never before seen look behind the raving culture with the highlight on hair, presented as a liberating shot capturing the essence of electronic scene in Georgia, a liberator.

Redefined outlook on the way hair is perceived in the society of this scene, represents it as a needed accessory rather than a neglected part of the look in general. Access to a dedicated team of seasoned hair professionals and quirky models, who have managed to transfer the soul and the vibe of the generation, enables GOLDWELL to reimagine color and hair as a whole for creating total looks.

“We couldn’t be more excited to be the first-to-market with a range offering truly customized experiences, characters through our faces, through our hair. We tried to turnaround clubbers outfit into new aesthetic looks by applying more expressive hair style” said Magda, CEO of LAIMALUX GEORGIA. “The Campaign is the perfect moment to experience our full-array of how we perceive the raving culture at night club KHIDI when it comes to hair.”

Project Director – Magda Kajaia
Creative Director – Iraklio De Vega
Photographer – Irakli Gviniashvili
Hair by Nana Pachuashvili, Kristine Gverdtsiteli, George Eliadze, Madlena Beridze Makeup – Lana Matakheria

Models: Nikoloz Nikoladze, Luka Bichikashvili, Giorgi Bekurashvili, Vazha Goderdzishvili