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1-14Bumble and bumble · FY21–23

Bumble and bumble Evergreen Images

My role · VP Global Creative Director

hands in hair

The tension

Bumble and bumble had drifted from the pros who built it.

What I pushed for

Bring the pro back to the center of the brand: hands in hair, even in consumer-facing visuals.

What made it mine

A strategic pivot you can see in every frame. The artistry of the hairdresser is the story.

Credits ↓All Bumble and bumble work →

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Credits32 frames

VP Global Creative Director: Susie Aminian
Photography: Felisha Tolentino
Hair: Amy Farid, Christiaan Van Bremen, Mackenzie Forrey, James Ruiz, Joey Gallagher, Roz Murray
Makeup: Yacine Dialo, Jessica Paillant
Wardrobe: Felicia Garcia-Rivera
Production: Sara Zion