We Went On Set With amika: Here’s How “On Your Wavelength” Came To Life
BTC was on the ground in New York City for an exclusive, behind-the-scenes look at amika’s newest campaign, “On Your Wavelength.” Designed to capture the unspoken connection between stylist and client, the campaign blends high-performance haircare with real, human emotion. Through immersive visuals, expert voices and behind-the-chair truth, amika brings its brand ethos to life—where professional results meet friendship, intuition and trust.
See the stunning visuals that the team produced, along with exclusive interviews with the amika team.
“On Your Wavelength”: Where amika’s Dependable Performance Meets Connection
At its core, “On Your Wavelength” taps into a universal experience: sitting in the salon chair, unsure how to articulate what you want—until your stylist instinctively understands exactly what your hair needs. To embody this trusted perspective, the brand tapped amika Lead Pro Educator, Rashuna Durham, to intuitively pair four overwhelmed clients with the ideal treatment for their distinct hair type. Each transformation underscores amika’s foundation: salon-raised credibility, clinically proven performance and solutions designed for every hair type and texture.
amika CEO Chelsea Riggs shares, “The idea that amika performs like a pro but feels like a friend sits at the heart of everything we do. Our name literally means ‘friend,’ and that sense of connection and community has always guided how we show up.”
Chelsea adds, “As we continue to grow as both a professional and consumer-loved brand, we’re constantly thinking about how to deliver high-performance results in a way that still feels welcoming and human. With this campaign, we wanted to bring that duality to life, showing that you don’t have to choose between efficacy and emotional connection. With amika, you get both.”
For stylists, that balance also needs to show up in the tools they trust behind the chair.
Rashuna shares, “As a stylist, I am all about healthy hair, and I need to use products that work and do what they say they’re going to do. With amika, I can use one product line on all my clients. I have such a diverse clientele, and that was one of the reasons I came to amika. Before I had to have so many different product lines, and I like to work smarter, not harder.”
In tandem with the campaign, amika introduces three limited-edition bundled sets, designed with a built-in element of sharing: keep one for yourself and pass the remaining three along to friends. Available exclusively on loveamika.com, the bundles offer 24 percent savings. These must-have sets feature amika’s four clinically proven, pro-loved hair treatments, so you’re prepped for whatever your hair needs:
- Hydro Rush Intense Moisture Leave-In Conditioner
- The Wizard Detangling Primer
- Frizz-Me-Not Hydrating Anti-Frizz Treatment
- Superfruit Star Lightweight Hairstyling Oil
One hero product Rashuna calls out is amika’s Superfruit Star Oil: “I have been doing hair for 20+ years, and in my whole career, I have never had an oil I can use as prep and a finisher. It gives me all the benefits of an oil without being so heavy.”
Behind the Visuals: Classic amika Energy, Innovation and Creativity
Developed and produced in partnership with amika by the creative marketing agency SHADOW, directed by Ezra Hurwitz, and featuring still images shot by McKenzie Thompson, the campaign is designed to transport audiences into the amika universe through a relatable salon experience.
Brian Vaughan, SHADOW Executive Creative Director and Partner, shares, “We wanted the visuals to feel unmistakably amika: bold, expressive and full of movement. We brought that through in production design, cinematography, performance and edit, all of which were intended to capture the flow state of a stylist’s day. We expressed that by grounding the campaign in the stylist-client connection and depicting it like one with your best friend. With amika, it is easy, joyful and fun.”
A Message Stylists Can See Themselves In
Beyond the visuals, the campaign is designed to resonate deeply with the professionals it represents.
Rashuna shares, “I want stylists to feel empowered. They have a product line that is going to work on multiple textures; all hair is welcome, so I want them to feel that.”
Chelsea adds, “More than anything, I hope stylists feel seen. They are such a core part of our story—not just as partners, but as the inspiration behind so much of what we do. Their expertise, their intuition, their ability to transform how someone feels is incredibly powerful. This campaign is really a celebration of that, and a reminder that amika is here to support them every step of the way.”
And ultimately, that recognition is what this campaign is all about.
Brian says, “When stylists see the campaign, we hope they see their own magic reflected back at them. This campaign is really a love letter to the intuitive, almost instinctive work they do every day… the way they read a client’s energy, decode what’s unsaid, and translate that into real transformation. Behind the chair, that connection is everything, and we wanted to honor it with honesty and heart.”
