5 minute read
Backstage with HEINIGER
By Louise May
Heiniger Creative Director, Rex Silver, has been busy these last twelve months. First, he shot the launch collection for the Intergalactic Range both here and in the UK. Then, he toured the Australian launch of the Heiniger machines with his appointed Artistic Director, Robert Braid, and the Australian creative team members Matt Clarke and Jules Tognini.
Fast forward to March this year, and he repeated the cycle with another series of shoots here and in the UK, this time to focus on the release of the new model for Heiniger ….The Tauro, which launched officially at Cosmoprof ‘24 in Bologna, Italy, this March.
The Tauro was launched here in Australia at the inaugural Expo4Barbers on Queensland’s Gold Coast. The Heiniger stand was an interactive hub where barbers could test drive the complete range on mannequins and also, for the first time anywhere in the world, The Tauro.
Set in front of a sprawling 9m backdrop of stunning images from The Tauro collection shoot featuring Robert Braid and Rex’s work shot by Liam Oakes, barbers were able to check out the machines, chat, and work on the mannequins with Heiniger senior Educator and AMBA Barber of the Year, Matt Clarke, Rex, of course and Heiniger Ambassador and International Barber of the Year Winner, Frank Ciccone.
We chatted with Rex and got a behind-the-scenes look at how this unfolded.
Rex, can you tell us about the Tauro launch shoot in the Uk with Robert Braid and Liam Oakes?
This was the second time we had all worked together shooting, and it was an amazing experience. Rob and Liam have this magic that happens when they get together. We had a choreographer, Dennis French, who was a model for us in the first shoot, work with us, directing the model’s poses. He is a hot property model in London and LA right now and wants to branch out a little bit on this side of the camera. Great job, Dennis! Anyway, we had 13 models and went to work! Rob and Liam are so easy to brief and direct.
As it is the second time we have done this, they both understand the importance of featuring and capturing the ease with which the Heiniger machines can perform and cut hair. This is featured in detail in the step-by-step series, shooting the process of each cut, but the quality of their cutting excellence is amplified by the amazing, finished looks of the models, everyone is in awe of the images…I might be biased.
Guest Judge at the Expo4Barbers Barber Battle?
Man, what a night that was. A totally packed-out venue and all categories full. Over 60 barbers were battling and a whos’ who of judges circled them with eagle eyes. Loud, electric, and so much fun. The talent didn’t disappoint. Us judges were all blown away. An absolutely stella way to kick start the weekend and Expo event.
And then Expo4Barbers and the Australian launch of The Tauro?
The expo was such a great weekend and event; Fraser Forsey and you guys’ mocha group as media partners, did a cracking job. We had the best time, and the guests at our stand really resonated with the hands-on interaction experience. They enjoyed working alongside Matt, Frank and myself and our knowledgeable team of Heiniger Clipper experts and were able to take their time exploring our range. Matt and myself did 2 stage shows Matt also worked his magic at the chair and stage we had at the stand.
I have to say Matt did an amazing job, as always, with the video shoot we did in Brisbane with James Latter, with which we made a showreel; his style really presents a different take on demonstrating the dexterity of the Tauro clippers… super edgy… and his love for the big A5 clippers we have the Orion and Sirius he again showed off his skills at expo4barbers by doing some of his signature afro magic… work that just leaves the rest of wondering ….how does he do it?.. remarkable artist.
And what’s next, Rex?
It’s time to hit the road again. We are now planning the launch of Heiniger machines and our Intergalactic Range to enter the UK, Europe, and US markets. I will be setting up Artistic/Creative/Education teams in each region along with Ambassadors that will all be creating content that everyone can watch and enjoy and experience alongside us, as we grow the Heiniger name and our family of end-users that love our products.
We have already started with our print media campaigns in the UK and Europe and will be live launching in the coming months.
Meanwhile, here in Australia, expect to see more of us at Hair Festival in Sydney this June, and some shows in conjunction with our stockists and distributors as we take our creative team on the road. Stay tuned.
@heinigerprofessionals_ausnz
@rex.a.c.silver
@the_sophisticated_scumbag
@heinigerprofessionals_ausnz
@r.braid
@liamoakesphoto
