Shooting for the Stars

US CORRESPONDENT SOFIE POK AKA STAYGOLD SHOOTING FOR THE STARS!

With restrictions lifting, Sofie Pok is keen to get back on the hair tools more and as she says… “it feels absolutely amazing.”

“I’m now swinging back into cutting hair more often than the last few months. There’s an even deeper appreciation for it cuz’ of everything happening during the pandemic. Hair went away for a while, but my knowledge and awareness has grown so much. I’m even more prepared to handle things right now than ever before.”

Rex Silver spoke to Sofie about some recent video shoots with iconic brands Babyliss Pro, Reebok and her own collab brand STMNT.

Let’s start with the Babyliss Pro technical video shoot, great choice of model and cut to show off the power and accuracy of these machines, walk us through the process of this shoot where you are the Barber Educator to Barbers and Hair Stylists.

When it comes down to marketing for Babyliss or anybody, the key isn’t to write down a list of specs the tool does, but to give value in what it really does in my workflow.

How does it bring me personal value? Sharing a personal story is more engaging and I learned this perspective a lot during my time on stage doing education. People walk in and out of things that feel too rehearsed, so I try my best to keep things pretty real as if I’m having a conversation with one person.

It’s a privilege for me to get access to tools early on so I feel it’s my duty to use it, learn it well, and then come back with my findings to share with everyone else. The shoot wasn’t even planned, and my roommate needed a cut and it’s like a thing between us that when I get new tools, I get so excited that I want to use them on someone and she’s always down to be that person. tutorials is what it feels like after everything I see online lol

STMNT SHOOT

Let’s talk about the STMNT shoot where you are the Barber giving a styling lesson to their client and the process behind that. This is a very interesting video to me because on one hand, you are talking to consumers and giving them a styling lesson at home using STMNT. But on the other hand, watching how you are telling the client what you are using and why, is also educating Barbers how easy it is to start this dialogue with their client and then prescribe which products to buy and take home to achieve the style you have just created… am I correct?

Telling the client what you’re doing and what you’re using on them builds trust. I explain how certain products help with their hair textures or what they want it to do and then the product sells itself because we’re focused on how we’re going to help the client FIRST.

Educating barbers/stylist on product knowledge is always important at any stage. New products evolve and new and old trends circulate so you want to be ready to solve client problems!

I’ve heard plenty of common problems people have and I always know off the top of my head what to recommend to them for what they need specifically. We just got to ask and listen and then deliver value. For example, selling hair spray to a guy is the hardest thing ever and earlier today, I did a house call that was a with-the-grain 2 on top with a skin fade on the side. I was doing the front line up and I pulled out my STMNT hairspray and gave a few sprays on his hairline. He said is this strong? I said it’s more of a finishing spray. It’ll help set the cut and its super light and not heavy at all. That plus the smell, he said how can I get some. When clients feel like you’re looking out for them, they will definitely want to stay with you longer and talk about you to all their friends.

Let’s talk about the Reebok gig, congrats on that! What an amazing achievement and project for you! Did you have total creative freedom on this shoot? Please walk us through this one in detail, the brief from the client, thoughts behind the design, the shoot itself and the Reebok campaign.

Creators need to keep creating and expanding in the ways that call to them. These things are called ‘flow states.’ It’s what you do that you get lost in.

This came out of left field to be quite honest. Lol! What people don’t know is that when I got the gig, they only gave me a few days to get it done and it was during fourth of July so timing and finding a model was insane, but when an opportunity like that comes, you do what you gotta do.

Now if you look at my page, I’m not the best colourist and I’m not the best at even doing designs. I dabble here and there, so I was absolutely in shock I was selected, but hey...there’s something they saw on my page that stood out to them that they liked. I believe it was a national campaign for their Back to school. We also didn’t even know at the beginning if it was for sure that my images would IN STORE.

Just recently last night, some tags started coming in and there I was on a banner small and large in stores east coast and here! The crazy thing for me is like omg they literally posted a female barber in a sports store like Champs and Footlocker. That’s just wild. I’m stoked and I still have yet to go see it in person somewhere lol

Sofie, in one shoot you get to be the Barber Educator, in another you get to be the Barber educating their client on styling tips and products, and in the last shoot you get to express an amazing creative vision. Including the work, I know you have been doing on your fashion range as creator, stylist, videographer and photographer, just how much fun are actually having right now!?

Gosh, I’m really enjoying all of it right now. I love barbering, photography, videography and I’m just very open to accepting any of it as they come into my path. It truly feels like alignment. When things start clicking for us, it’s because we in alignment with our passion and we’re doing what we enjoy and that energy it creates attracts these massive things to you. People don’t understand the stress the last year has been for me in learning video production. I spent a lot of money and time teaching myself how to film and edit. Now fast forward about a year, I’m a different person and my visuals and ideas have evolved, and people are interested in me shooting them. I understand when people want a haircut, but now a photo...a video? it’s a phenomenon to just be here right now truly present.

What does it mean to you to be able to exercise your full spectrum of creative skills and technical knowledge skills?

THIS IS VERY IMPORTANT. Creators need to keep creating and expanding in the ways that call to them. These things are called “flow states.” It’s what you do that you get lost in.

Time flies when you look up and you don’t know where the time went. Look for those signs and allow them to lead you.

It could be one thing; it could be two or three and you should never feel bad to have multiple interests.

It exists so much more today than ever before. You do things for fun. While you enjoy the fun, you get really good at it, and then they turn into things that make you money. Ha-ha it’s a win-win!!