amika - superfruit star social content

The Challenge:
The Superfruit Star launch campaign was built around a superhero concept created by Creative Director Matthew Stetson. My challenge was to translate that central idea into a complete suite of social first content that paired seamlessly with the main campaign. This was the first time on a campaign that all social deliverables were fully ideated before a shoot. Every piece of content in the social campaign was driven by me: from ideation through shooting, and post. This included the development of 12 distinct social videos, each aligned with Matthew’s creative direction while optimized for social-first storytelling.

Creative Director: Matthew Stetson
Role: Social Art Director and Post-Production Editor
Senior Producer: Lexii Gil

Awards:
Best Use of Video 2025
January Digital + amika: Powering Launch Through Video


The launch achieved over +61% in projected revenue, demonstrating the power of a video-first, full-funnel creative strategy.