Haircare brand amika celebrates individuality and all hair types with All Hair Is Welcome campaign. The campaign video features an array of actors, influencers and everyday people—including parents of employees—and was entirely self-filmed in the subjects’ own homes during the quarantine.
From its inception, we felt that our brand is our community, and we have always included our community in everything that we do. The concept of the All Hair Is Welcome campaign is to have our community speak to what the brand stands for in their own voice. We are continuously inspired by individuality and we wanted to bring that to the forefront of this campaign rather than conceal it behind a shoot that was overly styled. We worked with an amazingly unique group of people to represent the brand’s real commitment to diversity. While we did have to pivot from the original concept for the video shoot, we loved getting into the worlds of those featured, and in a way the campaign turned out even better than we expected as it added to the authenticity.”Vita Raykhman, amika’s co-founder and creative director.