Let's Get Cleanical

Agency: RXM Creative



Amika is a Brooklyn-based haircare brand with a loyal following. They asked us to launch their shampoo + conditioner line, with a campaign that highlights the science behind their clean and effective formulas for diverse types of hair while maintaining the brand’s colorful and relatable tone of voice.


We decided to focus on the clinical aspect of the products but in an Amika way. So, we created ‘Let’s get Cleanical’, an 80s-inspired campaign where the Amika R&D department takes the stage to walk us through some of the most impressive clinical highlights of the new shampoo + conditioner product range.


We partnered with French photographer and director Boris Ovini, known for his edgy editorial work, or his Skims campaigns. On the other hand, we brought in Brooklyn-based Heidi’s Bridge, an established photography and set design studio with extensive experience in food, to create the juiciest product compositions, as well as the set design of the campaign. The combination of these two teams truly delivered something fresh and unexpected.


The strongest-performing branded content to date with 12.8% lift on YouTube and a 22% lift among the 25-34 demographic, Amika instantly became the Number 1 haircare brand in Sephora and the most trafficked brand on Lastly, it produced a +35% growth in their shampoo and conditioner category.

This professional campaign titled 'Let's Get Cleanical' was published in United States in June, 2023. It was created for the brand: amika, by ad agency: RXM Creative. This Content, Digital, and OOH Outdoor media campaign is related to the Beauty industry and contains 7 media assets. It was submitted 7 months ago.


Advertising Agency: RXM Creative
Creative Director: Raul Mandru
Creative Director: Mihai Botarel
Art Director: Andrea Erali

Client: Amika
Senior VP Marketing: Kelley Martin
ELT Chief of Staff: Kevin Karl
Creative Director, Co-Founder: Vita Raychman
Global President: Chelsea Riggs
Senior Director: Shannon Otto

Director & Talent Photographer: Boris Ovini
AD: Rhi Collins
PA: Jaymie Gilady
PA: Ray Dellamura
Director of Photography: Sebastian Nieves
AC: Jennifer Liu
AC: Austin Klein
Product Photo & Set Design: Heidi's Bridge
Product Photography: Erick Steinberg
Assistant: Zach Felts
Stills Tech: Hannah Jenny
Set Designer: Emily Hirsch
Prop Assistant: Maggie DiMarco
Prop Assistant: Adrian Ababovic
BBE: Adam Reichardt
Producer: Maria Sutherland
Coordinator: Shannon Linder
Gaffer: Vinny Davino
Key Grip: Evan Scudner
BBG: Josh James
Stylist: Carolyn Son
Wardrobe Assistant: Courtney Weinholtz
Wardrobe Assistant: Clipseth Tineo
Casting: Marie Lombardo
Makeup: Mari Shten, The Wall Group

Yuri Mori
Ciara Consiglio
DeAndre Bennett
Anastasia Offutt
Kate Kope


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