amika's Out-of-this-World Holiday Campaign

Ho ho hoooly holiday campaigns! ‘Tis the season when our inboxes and social feeds are effectively saturated with buzz-worthy new beauty and dazzling visuals to spur your festive spirit. Campaigns with this caliber of potential always present as an exciting challenge, and Antonym’s work with amika was no exception.

Tasked with naming a collection of gifts sets for the brand’s holiday hairtopia, we scoured book shelves, turned to movie titles, and immersed ourselves in sci-fi sensations to inspire our copy development process. The final result revealed a campaign that invites audiences to a dream wonderland, amplified by lush, whimsical visuals that defy all expectations of a conventional holiday program. Our final set names, including Mask-topia, Mini-mension, Alternate Hydrality, Shine-o-sphere, and Realm of Repair, helped bring this world to life—and were each a joy to wordsmith.

Naming in particular is an exercise that fuels my creative adrenaline, but beyond that, I consider amika’s strategy here to be something of a case study. When crafting strategies and concepts for such lucrative campaigns, sometimes it pays to run with the most unexpected idea.