emmaxkae

Concept: Pop-up confessional style football booth where fans have 30 seconds to emotionally unload about football. Inspired by therapy booths, fan cams and football Twitter culture, the activation captures raw, funny and emotional fan reactions before, during and after the match.

Fans enter a small branded booth fitted with a camera and handed an FV-branded mic. Their responses are recorded as short-form social content for TikTok, Instagram Reels and matchday recap edits.

Insight: Football fans treat football like therapy. Supporting a club comes with:

• heartbreak
• delusion
• stress
• trauma
• superstition
• obsession

Online football culture has made emotional reactions part of entertainment itself. The booth turns fan emotion into content.

Placement & Timing: Located inside the existing photo booth space near the bar area at TOCA Social. Designed to naturally attract groups, drunk debates, rival fans, halftime reactions, and post-match rants.

The booth operates during before kickoff, halftime, and full time / post match. Each phase captures different emotions: confidence before match vs. panic during halftime.

Overview: End-to-end Shopify website creation and brand presentation for SI Hair Co, focusing on clean digital architecture, visual merchandising, and seamless shopping experiences.

The build required custom product architecture to handle intricate variant options such as hair lengths and textures, ensuring customers can navigate choices intuitively without cluttering the interface.

Key Design Focus Areas:

• Custom Shopify theme structuring and visual layout design
• Advanced product option setup (textures, lengths, and variants)
• Minimalist, high-end editorial product presentation
• Optimized mobile-first user experience for seamless checkout

The digital storefront bridges the gap between luxury branding and e-commerce functionality, ensuring the visual identity remains sharp, cohesive, and conversion-friendly.

Overview: A study of fragrance, identity and belonging.

Creative Concept: Luxury is often presented as something distant, reserved, and untouched. This project explored a different perspective—returning to Sierra Leone where culture, memory, and connection live. Away from the studio, the campaign was captured through real encounters, turning the streets into the setting and the community into the story.

Perfume is invisible.

Unlike skincare or makeup, fragrance cannot rely on the constant visual presence of the product itself. But that is not a limitation—it is the advantage. AmarahLuxe is not a product you see. It is an aura people experience automatically when you enter a room.

Fragrance brands win when they shift away from product visibility and lean into:

• feeling
• storytelling
• identity
• memory
• presence

Creative Strategy: This campaign is built around a shift. Instead of showing perfume bottles, we show lifestyle, reaction, identity, aftermath, and emotion. The fragrance becomes invisible, but socially undeniable.

Instead of showing the perfume, the focus becomes showing what the perfume does. This campaign directly supports our core belief:

"Luxury for the Community, SMELL ICONIC. FEEL ICONIC."

Because:

• the product disappears
• the people become the campaign
• the experience becomes the advertisement

Luxury is no longer exclusivity. Luxury is not worn... It’s sensed.

Overview: An experiential pop-up created in collaboration with DME Group, an events collective, to bring the “Automatic Aura” concept into a physical social environment.

Instead of presenting AmarahLuxe as a product, the fragrance becomes an invisible force that shapes the energy of the space. The air itself becomes AmarahLuxe. Fragrance is invisible, but it changes everything.

This activation explores what happens when scent becomes the environment rather than the object. The result is not a traditional brand event, it is a shift in social behaviour. The collaboration with DME Group transforms the pop up into a curated social environment where scent influences behaviour.

The goal is to show that:

• presence is felt, not seen
• luxury is emotional, not visual
• atmosphere can be designed

When AmarahLuxe is in the room, people act differently,more open, more connected, more expressive. The space is designed with:

• warm, intimate lighting
• social table layouts for games
• layered soundscape (music + interaction + ambient energy)
• soft transitions between activity and movement

The fragrance is diffused subtly throughout the environment, becoming part of the atmosphere itself. In collaboration with DME Group, Smell Iconic, Feel Iconic transforms fragrance into an atmosphere where AmarahLuxe exists in the air, shaping energy, connection, and presence without ever needing to be seen.