Burning Man Anti–Gravity Photo Booth
Burning Man Anti–Gravity Photo Booth
Amika Holiday 2019 Kits
WHY WE LOVE
Food is such a big part of the holidays and the sardine can concept allowed us to explore this from packaging all the way to the shoot.
WHY IT STUNG
Making anything 100% from scratch is hard, even something as simple as sardines cans is HARD! Initial samples had a million little things that drove us crazy!
WHAT WE LEARNED
Apparently, people love giant versions of familiar objects, making these some of the most successful holiday kits at Sephora this year.
Amika Holiday 2019 Kits
WHY WE LOVE
Food is such a big part of the holidays and the sardine can concept allowed us to explore this from packaging all the way to the shoot.
WHAT WE LEARNED
Apparently, people love giant versions of familiar objects, making these some of the most successful holiday kits at Sephora this year.
WHY IT STUNG
Making anything 100% from scratch is hard, even something as simple as sardines cans is HARD! Initial samples had a million little things that drove us crazy!
Amika Hong Kong Edition
WHY WE LOVE
The circular typography lockup allowed us to go crazy with the backgrounds while maintaining a very clear yet unique presentation of information.
WHY IT STUNG
The black and white patterns were challenging to produce on the styling tools as all the tiny mistakes were super visible in this high contrast design.
WHAT WE LEARNED
Working with the limitations of a black and white palette was an interesting restraint that freed us up to focus on the finishing and graphic details in isolation.
Amika Hong Kong Edition
WHY WE LOVE
The circular typography lockup allowed us to go crazy with the backgrounds while maintaining a very clear yet unique presentation of information.
WHY IT STUNG
The black and white patterns were challenging to produce on the styling tools as all the tiny mistakes were super visible in this high contrast design.
WHAT WE LEARNED
Working with the limitations of a black and white palette was an interesting restraint that freed us up to focus on the finishing and graphic details in isolation.
Amika Soho
Pop-Up
WHY WE LOVE
It was simply a dream to see the brand join the legendary streets of Soho.
WHY IT STUNG
We only had 6 weeks to make this store a reality. It came down to spray-painting furniture at 4AM on the street the night before opening.
WHAT WE LEARNED
We found that tuning in to peoples' all 5 senses, created a unique shopping experience.
Amika Soho Pop-Up
WHY WE LOVE
It was simply a dream to see the brand join the legendary streets of Soho.
WHY IT STUNG
We only had 6 weeks to make this store a reality. It came down to spray-painting furniture at 4AM on the street the night before opening.
WHAT WE LEARNED
We found that tuning in to peoples' all 5 senses, created a unique shopping experience.
Amika Air Campaign
WHY WE LOVE
Capturing the models in mid-flight created a beautiful tension between stillness and movement.
WHY IT STUNG
Models and trampolines do not always mix well. Also, getting the shot before the hair got all messed up was a challenge.
WHAT WE LEARNED
Our approach was a unique way to shoot hair. It turned a lot of heads towards the brand and acted as a pivotal moment in its history.
Amika Air Campaign
WHY WE LOVE
Capturing the models in mid-flight created a beautiful tension between stillness and movement.
WHY IT STUNG
Models and trampolines do not always mix well. Also, getting the shot before the hair got all messed up was a challenge.
WHAT WE LEARNED
Our approach was a unique way to shoot hair. It turned a lot of heads towards the brand and acted as a pivotal moment in its history.
Amika 2018 Campaign
WHY WE LOVE
The vibrance and energy of this campaign was a representation of pure fun and it jumped off the page/screen.
WHY IT STUNG
There was a lot at play in this campaign. Styling, color, makeup etc. Keeping the hair at the forefront was a conscious effort.
WHAT WE LEARNED
Preparation is everything. Having the right team makes all the difference. Once on set, the shoot spread itself out like butter.
Amika 2018 Campaign
WHY WE LOVE
The vibrance and energy of this campaign was a representation of pure fun and it jumped off the page/screen.
WHY IT STUNG
There was a lot at play in this campaign. Styling, color, makeup etc. Keeping the hair at the forefront was a conscious effort.
WHAT WE LEARNED
Preparation is everything. Having the right team makes all the difference. Once on set, the shoot spread itself out like butter.
Virgin
WHY WE LOVE
We took a risk with the naming and it's not always easy to push a concept of this nature out into the world. But we sold it.
WHY IT STUNG
A competitor was already dominating this corner of the market, and it was difficult to launch this line as a #2.
WHAT WE LEARNED
Bleaching black hair the day of the shoot was not and will never be a good idea. The unexpected results made for a bit of drama.
Virgin
WHY WE LOVE
We took a risk with the naming and it's not always easy to push a concept of this nature out into the world. But we sold it.
WHY IT STUNG
A competitor was already dominating this corner of the market, and it was difficult to launch this line as a #2.
WHAT WE LEARNED
Bleaching black hair the day of the shoot was not and will never be a good idea. The unexpected results made for a bit of drama.
Fadeblock
WHY WE LOVE
Fading lines represent the effect of hair color fading that the product is meant to prevent. It was nice having this graphic device throughout all the touchpoints.
WHY IT STUNG
As a new type product we had to do a lot of work educating through the videos.
WHAT WE LEARNED
Using the fading lines logo to build the concept around the shoot was a new successful approach.
Fadeblock
WHY WE LOVE
Fading lines represent the effect of hair color fading that the product is meant to prevent. It was nice having this graphic device throughout all the touchpoints.
WHY IT STUNG
As a new type product we had to do a lot of work educating through the videos.
WHAT WE LEARNED
Using the fading lines logo to build the concept around the shoot was a new successful approach.
Wig Editorial
WHY WE LOVE
It was interesting to amplify the character of the wigs with props.
WHY IT STUNG
We were referencing Caravaggio and his masterful ability to use a black as a background. Getting the lighting right took a little while.
WHAT WE LEARNED
Making wigs is its own art-form and medium for storytelling.
Wig Editorial
WHY WE LOVE
It was interesting to amplify the character of the wigs with props.
WHY IT STUNG
We were referencing Caravaggio and his masterful ability to use a black as a background. Getting the lighting right took a little while.
WHAT WE LEARNED
Making wigs is its own art-form and medium for storytelling.
Styleblow
WHY WE LOVE
Our inspiration for the logo was Alexander Girard and it turned out to be one of our favorites.
WHY IT STUNG
As an ongoing retail location this took so much work and constant attention.
WHAT WE LEARNED
Running a salon is a full time job. The community we built around it made it worth it.
Styleblow
WHY WE LOVE
Our inspiration for the logo was Alexander Girard and it turned out to be one of our favorites.
WHY IT STUNG
As an ongoing retail location this took so much work and constant attention.
WHAT WE LEARNED
Running a salon is a full time job. The community we built around it made it worth it.
Amika 2020 Planner
WHY WE LOVE
We were able to channel our forever love of Lisa Frank school supplies.
WHY IT STUNG
365 days is a whole LOT of detail to design. We pulled some all-nighters for this one.
WHAT WE LEARNED
Who would have thought that in today's digital age, people would love an old-school yearly planner. But they did.
Amika 2020 Planner
WHY WE LOVE
We were able to channel our forever love of Lisa Frank school supplies.
WHY IT STUNG
365 days is a whole LOT of detail to design. We pulled some all-nighters for this one.
WHAT WE LEARNED
Who would have thought that in today's digital age, people would love an old-school yearly planner. But they did.
Eva NYC Duo
WHY WE LOVE
The special collection allowed us to explore a new interpretation of the brands signature gradient.
WHY IT STUNG
Creating an “organic” or free floating blobs proved more challenging than a more structured and intentional layout.
WHAT WE LEARNED
Containing the gradients within organic shapes emphasized the concept of the gradients origins coming from nature.
Eva NYC Duo
WHY WE LOVE
The special collection allowed us to explore a new interpretation of the brands signature gradient.
WHY IT STUNG
Creating an “organic” or free floating blobs proved more challenging than a more structured and intentional layout.
WHAT WE LEARNED
Containing the gradients within organic shapes emphasized the concept of the gradients origins coming from nature.
Hairdo
WHY WE LOVE
We have a soft spot for this project as it was our very first fully immersive branded retail space.
WHY IT STUNG
It being our first time, there was a huge learning curve to almost everything. It was steep.
WHAT WE LEARNED
Typesetting English and Chinese logograms makes for some interesting graphic design.
Hairdo
WHY WE LOVE
We have a soft spot for this project as it was our very first fully immersive branded retail space.
WHY IT STUNG
It being our first time, there was a huge learning curve to almost everything. It was steep.
WHAT WE LEARNED
Typesetting English and Chinese logograms makes for some interesting graphic design.
Vita Raykhman is a Creative Director
and Brand Strategist.