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A short while back I wanted to do an Image video for a hair products company called Eufora that I was Creative Director. The Video theme was a term I coined called “Luxe Grunge”. Lavish rich hair color on texture driven Haircuts that live in Purposeful Dishevelment. The vision was to see hair swing and move through dance. I needed a song about transformation and dance that would tug at your heart. Church went to work and composed a song. She pulled favors to get it produced and recorded. The song was “Alchemy!” A chilling heart wrenching soulful rock ballad. I casted performers fusing Ballet, hip hop, punk-vogueing, jazz and modern dance, and of course Cassandra Church sang her song as the center piece of the video. I slowed the film speed to witness the hair move and fly as it finds its way back to the astonishing precision haircut and color. Beauty in Motion’s Alchemy is an original magnificent visual for hair and a huge success for Eufora. My personal creativity took a turn. As the
