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1-03Bumble and bumble · FY24–25

Bb.Thickening Thick Hair Energy

My role · VP Global Creative Director

going analog

The tension

Bb.Thickening needed a commercial innovation campaign. I found the way in through a New York Times piece on the "Luddite kids": teenagers trading smartphones for book clubs and zines.

What I pushed for

That led us to '90s hair and a push for handcraft, which is also an analogy for the craft of hairdressing. Analog, handmade everything.

What made it mine

We did it early, before the trend actually took form in beauty.

Packaging design · campaign · commercial innovation · zine · social · digital · VM · paid media

Credits ↓All Bumble and bumble work →

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Loop

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Awareness · 0:30 · 9:16

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Teaser · 9:16

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Loop · 9:16

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Loop · 9:16

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How-to · 0:25 · 16:9

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Interview · 0:36 · 9:16

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Credits153 frames

VP Global Creative Director: Susie Aminian
Photography: Ben Hassett
Hair: Rolando Beauchamp + Evanie Frausto
Makeup: Francelle Daly + Kuma
Wardrobe: Bobette Cohn
Art direction: Alison Marana
Video + edit: Peter Tannenbaum + Julia Keith
Product art direction: Luisa Solley
Design: Luisa Solley
Product photography: Halves Studio
Digital art direction: Francesca Maida
Production: Nadia Sadigianis · Hera Projects
Casting: Hollie Schliftman