Creative HEAD April 2017

X-presion team
GREY MATTER
FUDGE PROFESSIONAL AND THE X-PRESION CREATIVE TEAM SHOW WHAT NEW ASH
INFUSIONS SHADES CAN DO – AND THE RESULTS ARE AN EXPLOSION IN CREATIVITY
DEDICATED TO
innovation and
creation of new
techniques, the
multi-award winning
X-presion Creative
Team from Spain
pushed the new Ash
Infusions range to
its limits, producing
some of the most
spectacular colour
creations we’ve seen
in a long time
CREATIVE HEAD: What was your inspiration for
the collection?
X-PRESION CREATIVE TEAM: It was a challenge
and a beautiful project to be part of. We built
the whole concept using the three new Fudge
Professional Headpaint Ash Infusions as a
reference. We took these different Pantones
and introduced them into all the shoot
elements from hair and make-up to clothing
and photography, avoiding plain backgrounds
from the photo studio. Every single detail was
considered to transmit these beautiful looks.
CH: Tell us about your new technique.
XCT: We wanted to give hairdressers new
techniques so they can introduce new services
in their salons. We created an innovative
colouring process called Graphic Balayage
that achieves a new chromatic dimension on
the hair, while playing with movement and
transforming the textures into the appearance
of the disruptive effect.
CH: How did you hear about Fudge
Professional and why did you decide to
collaborate with the brand?
XCT: The Spanish distributor of Fudge
Professional was one of the first companies we
met when we started. We felt really close to the
Fudge Professional vision – we love companies
that dare to make things different and are antiordinary
as that is also our speciality! So, here
we are, 10 years later producing this beautiful
project together; amazing right?
74 CREATIVE HEAD