THE ASK

Increase brand awareness while showcasing Amika’s all-encompassing hair care offering, celebrating self-expression, and reaffirming the brand’s commitment to inclusion.

IDEA

We all have great hair days once in a blue moon. But with the right care, we can learn to love every hair day. So, we decided to showcase a variety of relatable  hair day stories and how Amika products can help make them better, encouraging people to “Love all your hair days.”

EXECUTION

Shot with on film with director Anisha Sisodia and director of photography Steven Mastorelli, the campaign featured among others disability advocate Bri Scalesse, Elizabeth Sweetheart aka. the Green Lady of Brooklyn. The campaign launched with connected Hulu TV ads paid social ads and a series of static and video billboards in Los Angeles shopping center The Grove, a first for the brand outside of New York City.

Agency:
Creative Agency: RXM Creative
Creative Directors: Roxana Zegan, Raul Mandru, Mihai Botarel
Art Director: Andrea Erali / Copywriter: Thomas Gheorghiu
Producer: Maria Sutherland

Production:
Director / Photographer: Anisha Sisodia / Director of Photography: Steven Mastorelli
PA: Lynn Kim  Do / 1st Assistant: Steven Miller / 2nd Assistant: Marcus McDonald
Digitech: Jono Pivovar / 1st AC: Sarah Penson / 2nd AC: Greg Howard / Gaffer: John Izarparte
Key Grip: Paul Wallace / BBG: Sean Dolnick / PA: Jeff Donna
Makeup Artist: Shideh Kafei / Makeup Assistant: Will Metivier / Stylist: Carolyn Son
Stylist Assistant: Sebrina Soth / Hairdresser: Jamie Brice

Amika:
Brand President: Chelsea Riggs / SVP of Marketing: Kelley Martin
Creative Director & Co-Founder: Vita Raykhman
Senior Director of Consumer Engagement & Digital: Shannon Otto
Director of Creative Operations: Kevin Karl
Director of PR & Influencer Relations: Lindsey Adams Franke
Associate Director of Digital Media: Courtney Curtis
Senior Manager of Social Media: Payge Taylor