Amika challenged us to increase product awareness, retail sales, and category growth for its shampoo and conditioner line with a 360° campaign across social, digital, video ads, out-of-home, in-store, and experiential.

The Brooklyn-based haircare brand needed to communicate the science behind its clean, effective formulas for diverse hair types while keeping its colorful, playful tone. We answered with Let’s Get Cleanical, an 80s-inspired campaign where Amika’s R&D department showcases the clinical benefits of the new range in a fresh, ownable way.

To give the launch a bold aesthetic revamp, we built the campaign around model shoots, product photography, video, and distinctive set design, partnering with French photographer/director Boris Ovini and Brooklyn-based studio Heidi’s Bridge.

The campaign became Amika’s strongest-performing branded content to date, delivering a 12.8% lift on YouTube, 22% lift among 25–34s, helping Amika become the #1 haircare brand at Sephora, the #1 most trafficked brand on sephora.com, and driving +35% growth in shampoo and conditioner.