VIBRANT STORYTELLING FOR A HERO LAUNCH CAMPAIGN.

Brooklyn-based brand amika is fan-favorited for their Perk Up Dry Shampoo. For the launch of their newest, most powerful Perk Up Ultra, formulated for the oiliest of strands, amika enlisted Front Row Group. Pratt was the senior copywriter on the project, working directly with Front Row’s VP of Strategy, Amber Williams.

The deliverables included high-level messaging that was utilized as part of the 360-degree campaign: from film concept, to film scripts, to product descriptions, to taglines.