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1-01Bumble and bumble · FY26

Bb.Thickening High Drama

My role · VP Global Creative Director

taking up space

The tension

“2X volume” is easy to claim and hard to make anyone feel.

What I pushed for

Volume as an attitude. We used AI + CGI videos to blow the product up to over-the-top scale.

What made it mine

All that drama, grounded in our downtown NYC heritage.

360 campaign · AI video · social · digital · paid media

Credits ↓All Bumble and bumble work →

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Credits24 frames

VP Global Creative Director: Susie Aminian
Photography: Ben Hassett
Hair: Rolando Beauchamp
Makeup: Francelle Daly
Wardrobe: Bobette Cohn
Art direction: Alison Marana
Video + edit: Peter Tannenbaum + Julia Keith + Darrin Murano
Product photography: Halves Studio
Digital art direction: Nathalie Carrasco
Design: Rachel Gavin's Boonstra
Production: Nadia Sadigianis · Hera Projects
Casting: Hollie Schliftman