amika perk up plus extended clean dry shampoo

The Challenge
How do you launch a stronger, longer-lasting dry shampoo without overshadowing an existing cult favorite? With Perk Up Plus, amika wanted to introduce the ability to extend styles for 5+ days, but still keep loyalty with the original Perk Up formula.

My concept for the 15s hero vid was to highlight the benefit of extended time by making “time” the hero. As our model applied Perk Up Plus, she transitioned through 5 different outfits, each representing a new day and new lifestyle moment (work, gym, night out, casual weekend, and beyond). This created an immediate visual that you can go multiple days without washing while your hair still looks refreshed.

Creative Director: Vita Raykman
Sr Art Director: Lauren Leakey
Role: Art Director (Hero 15 Video) + Post Production Execution
Sr Producer: Austin Klein
Photographer + DP: Jess Richmond, Phillip Le

My main focus was the development and concept for the hero 15s paid media video and full post production execution, while the overall campaign visuals and aesthetic were driven by senior art director Lauren Leakey