Amila—Hot Spice Lip Oil Launch
Concept & Campaign Lead: Bold Vision Meets Cultural Relevance
As the Concept and Campaign Lead for Amila’s Hot Spice Lip Oil, I took on the full creative direction—from concept to execution—shaping a campaign that felt both deeply African and unmistakably modern.
The goal was simple: get to the point, make it exciting, and root the entire experience in something our audience could feel connected to.
What I Did:
- Creative Insight with Cultural Flavour: I led the development of a spicy, bold theme, drawing on tatashe (a pepper known in Yoruba culture) to symbolise heat, confidence, and flavor. It was a nod to local heritage while positioning Amila within a global, trend-driven beauty landscape.
- Brand Strategy with a Twist: I leaned into the growing intersection of food and beauty, a rising strategy among global brands, but made it our own. By fusing this trend with African ingredients and flair, we kept Amila rooted in its identity.
- Collaborative Execution: I worked hand-in-hand with designers, videographers, and content creators to shape storytelling that was vibrant, consistent, and visually striking across social media and campaign assets.
- Community-Centric Approach: Influencer partnerships were handpicked, not just for reach, but for resonance. We focused on mini creators who reflected the bold energy of the product.
What I Brought:
- A crystal-clear creative direction that got straight to the point—no fluff, just flavor.
- A brand voice that was confident, youthful, and proudly African.
- A campaign that didn’t just sell a product but sparked conversation and cultural pride.
The Result:
- The campaign drove a 30% increase in sales within the first two weeks.
- It became one of Amila’s most talked-about launches—fans loved the fusion of food and beauty, and many felt “seen” by the cultural cues woven into the visuals and messaging.
