My Role:

As Creative Director at Amika, I led the shift toward more strategic, digital-first storytelling. My focus was making creative platform-native, iterative, and tied to performance—not just aesthetics. The work here shows how we transformed visual direction, content systems, and campaign output to drive DTC growth and cross-channel reach.

OOH Activation “Get Drenched” Hydration Tour:

To launch Amika’s hydration franchise in summer 2022, we turned the “Get Drenched” concept into a mobile, citywide experience. The branded bus functioned as a traveling OOH billboard and pop-up, bringing sampling, product education, and immersive hydration-themed visuals directly into high-traffic NYC neighborhoods.

Wrapped in campaign artwork with large-scale, water-inspired graphics, the bus became a moving photo moment — designed for immediacy, visibility, and shareability. Inside and curbside, consumers could test products, learn about hydration benefits, and take part in quick social-ready content moments.

The Results:

The activation extended the campaign beyond digital, giving Amika a physical presence during peak summer foot traffic and driving organic reach as the bus appeared across the city. It blended street-level brand discovery with IRL engagement, reinforcing the hydration story through a memorable, high-impact OOH moment.

Holiday Hairtopia Campaign:

For Amika’s holiday campaign, I partnered with a 3D artist to build a series of surreal, hyper-saturated “product worlds” — short-form environments that made haircare feel playful, collectible, and giftable. The goal was to create digital-first storytelling that could stand out in a crowded Q4 market while appealing to younger shoppers who gravitate toward bold, visually driven content.

The Results:

Hairtopia outperformed every KPI. With only four videos in market, the campaign delivered 67% more video views and 239% more clicks than planned. The short-form, 3D “micro-worlds” resonated particularly well with younger audiences, driving a 10.6% lift in ad recall overall and a 15.6% lift among women 18–24.

The 15-second hero video became the breakout asset — the strongest CTR and a 12.5% increase in ad recall — proving that tight storytelling and strong visual identity can outperform scale and format limitations.

Overall, Hairtopia demonstrated that highly visual, imaginative creative can deliver both brand lift and performance impact, even within lean production constraints.

“Let’s Get Cleanical” Evergreen Campaign:

We reframed Amika’s clinically confirmed, clean-ingredient lineup with a clearer, more modern story. The goal was to make the science feel approachable and visually bold — translating complex claims into playful, benefits-forward creative. We built a world that blended clinical cues with Amika’s signature color, texture, and humor so consumers could instantly understand what each product does and why it matters.

The Results:

The campaign delivered meaningful lifts across brand and business metrics. YouTube awareness rose 12.8%, with a 22% lift among the core 25–34 demo. It helped Amika become the number one haircare brand at Sephora and the most-trafficked hair brand on Sephora during the campaign period. The shampoo and conditioner franchise grew more than 35%, showing that a clearer scientific narrative paired with vibrant creative can drive both education and conversion.