Bumble and bumble x Amazon Launch

My role · VP Global Creative Director

made in the salon

The tension

Launching on Amazon fast, with far fewer resources than is typical at Estée Lauder Companies.

What I pushed for

Putting the pro front and center as the hero: tons of content made in the salon with our own pros, so every look felt achievable.

What made it mine

More than 85 original video assets in under four months.

2-02

How-to · 0:27 · 9:16

2-03

0:24 · 9:16

2-04

0:21 · 9:16

2-05

0:34 · 9:16

2-06

0:33 · 9:16

2-07

0:32 · 9:16

2-10

0:31 · 9:16

2-11

0:30 · 9:16

2-12

0:27 · 9:16

Credits12 frames

VP Global Creative Director: Susie Aminian
Design direction: Francesca Maida
Copy: Beth Shapouri, Sasha Kleinman, Terry Tom Brown
Video + edit: Julia Keith, Peter Tannenbaum,
Hair direction: Kelly Conroy
Estée lauder amazon team: Lauren Gordon, Zhoe Garcia, Kyle Araiza, Joyce Pak