Client Overview:

WGSN, a global leader in trend forecasting, partnered with Coloro, the foremost color system trusted by the world’s leading brands, to produce a compelling video showcasing the Coloro system in action. The goal was to create an engaging visual journey that highlights how Coloro facilitates accurate and inspiring color palettes that can be easily adopted by brands across various industries.

Project Brief:

The purpose of this project was to produce a video that captures how WGSN’s team uses the Coloro system to forecast color trends, with the ultimate goal of demonstrating how brands can incorporate these key colors into their seasonal palettes. The video needed to communicate the key benefits of the Coloro system, with particular emphasis on global collaboration, efficiency, and precision in color selection.

Deliverables:

1. Main Video (2-3 minutes) – Designed for use in webinars, tradeshows, and events.

2. Three Short Clips – Optimized for social media platforms (Instagram, LinkedIn, etc.).
   

Objectives:

• Showcase how WGSN’s team utilizes the Coloro system to create color palettes.

• Demonstrate how brands can adopt Coloro’s key colors and adapt them for their needs.

• Highlight Coloro’s global collaboration, ensuring color consistency across different teams and markets.

• Visualize Coloro’s ease of use and how it enhances decision-making efficiency for brands.
  

Production Approach:

Creative Direction & Look: The video adopted a creative workshop style, designed to be relatable to brands familiar with color palette selection processes. The footage featured a combination of candid workshop moments and formal interviews with WGSN and Coloro team members. Authentic interactions were captured, showcasing the team comparing colors, moving through hues, and utilizing Coloro’s toolkit in real-time.

Location Sourcing & Set Design: We undertook the sourcing of locations and managed all aspects of set design, transforming the filming environment into a creative and vibrant space that mirrored the collaborative and innovative spirit of both WGSN and Coloro. To enhance the visual storytelling, the set featured Coloro swatches and tools, providing a tactile, hands-on feel throughout the shoot.

Key Segments & Insights:

Segment 1: Introducing the Workshop

• The video opens with light, inspirational visuals that introduce the creative journey WGSN undertakes to transform inspiration into tangible color palettes.

• The team is shown using Coloro’s tools, like the workbook and toolbox, and making key decisions about color hues.

Segment 2: Exploring Coloro’s Role

• Interviews with key team members, such as Chloe Jerrard (Coloro Ambassador) and Thorsten Traugott (VP of Sales, Coloro), explored how the Coloro system fits seamlessly into their workflow.

• This segment dives into the unique features of Coloro, including its ability to help brands save time, reduce waste, and achieve precise color matches.

• The system’s innovation in streamlining color selection and ensuring accuracy was highlighted.

Segment 3: Global Collaboration

• This segment focused on how Coloro ensures global consistency. Interviewees, including Yvonne Kostiak, Mia Jacobs, and Gemma Riberti, discussed how Coloro helps teams across the globe work with the same colors, regardless of location.

• The consistent color standards provided by Coloro, which are bulk-dyed in polyester, ensure confidence that colors are reliable across all markets and end uses.
  

Key Contributions from WGSN & Coloro Experts:

• Chloe Jerrard emphasized how brands can adapt Coloro’s key colors to align with their own palettes, particularly using Coloro’s 9 key segments for easy customization.

• Thorsten Traugott outlined how Coloro’s swatches and support services help brands start with an accurate color target, which saves time and reduces production costs.

• Urangoo Samba and Emily McCarthy shared how Coloro is integral to WGSN’s forecasting process, enabling them to create complete palettes that align with future trends.

• Gemma Riberti highlighted the significance of color in transforming interiors and how Coloro’s wide range of 3,500 evenly spaced colors ensures designers can find the perfect shade.

• Yvonne Kostiak and Mia Jacobs discussed how Coloro’s dyed polyester swatches and broad range of vibrant colors cater specifically to the needs of the activewear and youth markets, where color precision is crucial for brand identity.
  

Production Logistics:

The shoot was carried out over two carefully planned days, balancing both the creative and logistical needs of the project.

• Day One: Focused on authentic, creative moments at the WGSN office in London, capturing the team using Coloro’s tools in real-time during a workshop. We filmed candid interactions and discussions as the team worked through their color selections, ensuring a natural and engaging portrayal of the process.

• Day Two: Dedicated to formal interviews with key members from both WGSN and Coloro at a studio in London. The set was meticulously designed to reflect the professional yet creative tone of the project, and each interview was planned to highlight the unique insights and experiences of the team.
  

Challenges and Solutions:

• Global Relevance: One challenge was ensuring the content would be relatable to a global audience. By focusing on Coloro’s role in global collaboration and color consistency across teams worldwide, we successfully positioned Coloro as a universal solution for brands.

• Balancing Interviews and Candid Footage: We wanted to ensure a dynamic balance between structured interviews and authentic, candid moments. By carefully scheduling interviews and capturing live workshop interactions, we achieved a video that feels both informative and engaging.
  

Conclusion:

The final video not only met the client's expectations but also provided an insightful, visually appealing look at the synergy between WGSN and Coloro. Through a blend of workshop footage, interviews, and creative set design, we effectively showcased how the Coloro system supports creative professionals globally in achieving color accuracy and precision in their work. The video and accompanying short clips have been successfully deployed across various platforms, ensuring that WGSN and Coloro’s message reaches a broad audience.