AMIKA HONG KONG
PREMIUM ICON LINE
Amika’s Premium Icon Line is a luxury, clean haircare line made exclusively for the Hong Kong market. The packaging design boasts black and white patterns punctuated by pops of neon colors which informed the look of our 2019 campaign. In addition to mirroring the look of the products, we wanted the models to exude an attitude of the carefree fun and confidence that Amika is known for. This lead to the daring makeup and playful styling of the hair.
ROLE: Art Direction, Casting, Production / PHOTOGRAPHER: Jess Richmond
Amika Video Shown in Tsim Sha Tsui, Hong Kong, China
AMIKA
BUSHWICK BEACH SPRAY LAUNCH
To promote Amika’s no-salt hair spray, Bushwick Beach, I reflected on the sunny days of my early 20’s in Brooklyn. I had a group of friends who would have what they called “Tan Club”, which involved climbing up the fire escape to someone’s roof to bask in the sun. It dawned on me that this is exactly where Bushwick Beach is: A random roof squeezed among the gritty buildings of Brooklyn. I loved the juxtaposition of a couple of glam women beating the summer heat on a dingy Bushwick roof — all the while showcasing effortlessly tossled, yet perfect beachy hair. The content was used across digital placements, and received positive feedback on social for showing non-traditional models.
Assets for this 360 campaign appeared in Sephora stores, on the Amika website, retailer (Sephora, Amazon, Walmart) PDPs, social media, and paid digital ads.
ROLE: Art Direction, Prop Styling, Production / PHOTOGRAPHER: Jess Richmond
AMIKA
A SELECTION OF CAMPAIGN CONTENT & PRODUCT LAUNCH IMAGERY
ROLE: Art Direction, Casting, Production / PHOTOGRAPHERS: Jess Richmond, Michael Popp, Erika Long
AMIKA HONG KONG
SUGAR RUSH COLLECTION 2019
Imagery used in-store and across Amika Hong Kong digital properties to promote the 2019 collection of Asia-specific patterned tools and products. The tool patterns were created using the pastel colors of sweets and confections, so it only made sense to photograph them surrounded by tasty confections.
ROLE: Art Direction, Prop Styling, Casting, Production / PHOTOGRAPHER: Michael Popp
AMIKA
FROM LONDON TO NEW YORK
In collaboration with UK Artistic Ambassador Stylist James Earnshaw we set out to produce photo & video content that would connect our New York with his beloved hometown. Amika is extremely proud of its Brooklyn roots, and we wanted to extend that pride to their UK consumers. We shot inside and outside of Amika’s Bushwick office to send a virtual love-letter from Brooklyn to the UK. A sister-shoot was done across the pond, and a selection of images was chosen to appear in lauded UK-based hair industry magazine, Hairdresser’s Journal’s February 2020 issue.
ROLE: Art Direction, Casting, Production / PHOTOGRAPHER: Jess Richmond
