Premiere Show Group has announced IN FOCUS, the creative campaign behind the Premiere 2027 Show Tour, developed in collaboration with award-winning Ashlee Norman Hair & Team.

THE VISION:

IN FOCUS invites beauty professionals to quiet the distractions and self-doubt of a fast-moving industry and instead invest in their own development. The campaign's visual direction plays on the contrast between focus and blur — a metaphor for clarity and intention. Styled and shot with an editorial, aspirational flair, the collection remains intentionally grounded: accessible, diverse, and achievable for artists at every stage of their career.

THE ARTISTS BEHIND THE LENS:

Ashlee Norman is a globally recognized hairstylist, educator, and social media influencer, known for her innovative approach to dimensional color and modern haircuts. She brings over two decades of experience behind the chair and on stage to every project. For IN FOCUS, Premiere Shows set the vision for how each show would be represented and the messaging behind the 2027 tour. Ashlee and her team then brought that vision to life, executing the final looks and photo shoot with their signature artistry and creativity. Working with professionals like Ashlee, who live and breathe the industry day to day, is exactly the kind of partnership Premiere loves to cultivate.

FOUR SHOWS, FOUR DISTINCT IDENTITIES: 

While IN FOCUS unifies the campaign, each Premiere show carries its own visual and messaging identity, anchored by a signature color and style:

• Premiere Anaheim — Your Future, In Focus (Anaheim Teal)
• Premiere Orlando — Your Passion, In Focus (Orlando Red)
• Premiere San Antonio — Your Artistry, In Focus (San Antonio Orange)
• Premiere Columbus — Your Career, In Focus (Columbus Blue)

CREDITS

Produced by: Ashlee Norman Hair & Team 

Hair & Creative Director: Ashlee Norman - @ashleenormanhair 

Hair Collaborators: 

• JuanCarlos Zazueta - @hair.juancarlos 
• Mio Lopez – @miolooks 
• Christine Carver - @lightenuptheworld 
• Jennifer Bressler – @jenniferdoesmycurls 
• Genia Church – @geniachurch 

Makeup: Jennifer Bressler – @jenniferdoesmycurls 

Nails: Ava Carver – @nailedbyavalon 

Wardrobe: Christine Carver - @lightenuptheworld 

Technical Direction: Genia Church – @geniachurch 

Photography: Ivanna Osipovich - @ivannaos 

Videography: Ivanna Osipovich - @ivannaosandJuanCarlos Zazueta - @hair.juancarlos