Amika Aura Campaign 3.28.25
I created these directions for an initial brainstorm, imagining how Aura could embody amika’s values of diversity, empowerment, and community. The final campaign went a different direction, but thought these alternate visions were developed with enough depth to stand on their own. It’s a glimpse of how I explore and approach concepts.
Understanding the Brand & Goal:
Aura is more than a fragrance, it’s the essence of a brand built on diversity, empowerment and community. As the brands first body spray and launch into a new category, aura needed to feel bigger than scent alone. It had to embody the essence of the brand. My approach was to explore different creative directions that celebrate individuality while honoring the collective energy that connects us all.
Concept Exploration, I wanted this to be an empowerment story. Think Billie “Think of a woman” mixed with a Glossier ad
1. Own Your Aura
Aura is the invisible energy that makes you, you. It’s the confidence you carry, how you feel and move around the world, the energy you bring into a room.
In this campaign, aura takes shape through color, movement and motion blur. The natural ingredients of the fragrance become visual companions around each character. Every character has a radiant glow, expressions are bold and confident, cool but approachable. Visually would show aura with this motion blur trail low shutter effect.
With the script we would tie in how it makes you feel: confident, powerful, radiant.
Aura. More than a fragrance, it’s the confidence you wear.
Your aura. Your presence. Your Power
This concept I wanted to explore community, connection and memory. I wanted this to be more emotional.
2. Aura. “The Feeling of you” / “You Are Felt”
This concept explores community, connection and memory. A more emotional interpretation of Aura. Scent isn’t just a fragrance; it’s a memory, it’s comfort, it’s belonging.
It’s the warmth of a familiar embrace, the comfort of knowing you are seen, heard and felt. Aura, in this lens, becomes the invisible thread that ties us together through shared experiences and relationships.
I envisioned pairing key fragrance ingredients with intimate, nostalgic visuals like old hands peeling a grapefruit at a kitchen counter, or a vase of fresh flowers catching light in a sunlit room. Each visual feels like fragments of memory, evoking comfort and connection.
Visual direction is cinematic close up of tactile moments, hands, fabric, fruit, flowers. Intimate storytelling, glimpses of sisterhood, friendships, and small quite rituals that feel universal. Fragments of nostalgia, spaces that feel familiar yet timeless, echoing the way scent carries memory.
This campaign highlights the invisible but powerful impact we have on one another. Aura is less about how you look, and more about how you make people feel. It’s the memory you leave behind, the connections you create and the community you belong to.
Expanding the idea, aura in movement
I also explored bridging aura to yoga, since that’s often where aura is most associated with.
3. Aura: Find Your Flow
This direction uses scent as a bridge between movement, mindfulness, and self expression. Fragrance as something that evolves with your breath, your movement. I wanted to position aura body spray as an essential, something you use every day even when going to work out. Framing aura as a ritual and creating a fragrance experience that’s deeply personal.
Your aura isn’t just the energy you give off, it’s the way you move through the world. The quite strength in your breath, the intention in your step, stillness between moments. Aura moves with you, grounds you and heightens your presence.
Sound design is key for this one.
