# Björn Axén Tools

> Launch films for Björn Axén Tools, the grooming and styling range OBH Nordica developed with the hairdressers at Björn Axén: the Beard and Hair Trimming Kit, Genius Curler, Magic Style Brush and the Hair Respect series.

- Case study: https://tiedtke.se/work/bjorn-axen-tools/
- What it was: Product Line Launch
- Client: OBH Nordica × Björn Axén
- Agency: The Amazing Society
- Year: 2020—2021
- Medium: Video
- Gabriel's role: Directing, Cinematography, Editing

## The challenge

Hair tools are a crowded shelf full of near-identical promises. This range had a real story, developed with working hairdressers at one of Sweden's best-known salon brands, and every film had to make that credibility visible. The range spanned men's grooming and women's styling, and each film needed versions for OBH Nordica's own channels, for retailers like Lyko, and for more than one Nordic market.

## The approach

I directed, shot and edited the launch films and kept the camera where a hairdresser's eyes would be: close on the hands, the texture, the result. The beard kit got a moody, barbershop-mirror look; the styling tools got soft daylight and real movement. Everything was shot in Log and graded in DaVinci Resolve, which is where skin and hair get that expensive, true-to-life finish (the split-screen and the before-and-after show the difference). For the next launch, Ultimate Experience, I wrote a treatment built on macro and practical light effects: fan blades turning into hair in the wind, heat bending light, the camera falling through a perfect curl.

## The outcome

One consistent, salon-grade look across the whole range, from grooming to styling, delivered in versions for OBH Nordica's own channels, retail partners like Lyko, and the Swedish and Danish markets.

## Films

- Beard and Hair Trimming Kit: https://www.youtube.com/watch?v=E2EIRR08xuI
- Genius Curler: https://www.youtube.com/watch?v=RKX-XvY4Wa0
- Hair Respect: beach waves: https://www.youtube.com/watch?v=wxuxrxKRbhs