Susie AMINIAN

Vice President Creative | BUMBLE AND BUMBLE

Susie is a creative director with a wide range of experience working across fashion, beauty and lifestyle brands including Bumble and bumble, MAC Cosmetics, Diane Von Furstenberg, Bloomingdales & Coty. As Vice President Global Creative Director on Bumble and bumble (part of Estee Lauder Companies,) Susie is responsible for all facets of creative strategy, photo & video campaign, digital/social, merchandising, print and packaging. She has a passion for creating content and big plans for the growth of Bumble and bumble. With a background in fine art, film and art history Susie has also lectured on design at NYU.

questionnaire

1.)     What was your very first job? 

Working at a record store in phoenix spending all my days staring at album art listening to music...

 

2.)     Please describe, in your own words, what your job is and what work it entails. 

I am a visual storyteller- when I was a kid I used to make collages out of magazines and paint with my dad on weekends. In many ways I'm still doing this, however in my new role I have team of talented and hard working creatives working with me to achieve everything on the brand from bringing back the core brand equity with a modern twist, to cleaning up and modernizing all aspects of the brand from packaging, digital print and merchandising into the future. We spend a lot of our time making video content. It is everything you can think of and more. Each and every day I am grateful to get to do what I am passionate about for a living. After all, if you're not having fun- why bother!

 

3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

My dad is crazy about art. I fell in love with painting at an early age painting along side him. I was lucky enough to have some amazing mentors and knew to trust my gut and do what I like best.

 

4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

I’ve always been inspired by film and art, fashion and pop culture, etc. I like both high and low brow culture. My daughter Mia is approaching three years old. She has changed my world/mind/heart and become my inspiration in so many ways.Painting with her, hearing her laughter and watching her smile is the joy of my life. She inspires me to do and be my best every day. I want her to be inspired and see that everything is possible for her. She can follow her dreams and be successful. Playgrounds are filled with little geniuses who in 20 years will be ruling the world. We are wise to pay attention to how they see that world.

 

5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

The projects I got to do at MAC were the most successful because of the artistic freedom I was given. Having the opportunity to have worked with James Gager was more valuable than I realized at the time. He pushed us in so many ways and the was no limit to high far you could push the creative. Those projects were the most fun to work on and are still my favorites to look back on. Now that I am back at ELC in Bumble and bumble I find myself pulling inspiration and channeling what I learned at MAC. Bumble is a fabulous brand. I think one day I will look back on it and feel similarly to how I felt about my love of projects at MAC. I’m in love with hand crafted art/painting/drawing and motion and film - I am so happy that I work in a field that allows me to do what I love.

 

6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

I primarily commission Photo and Video projects. Typically for the larger launches for the year. These days we need to feed the beast of content but I still want to it to be aspirational and cool. I look for projects that I can collaborate with the right people in order to make something that will breakthrough all the noise on social media and stand out.

jury

Glb. Head of Visual Identity Design | COCA-COLA
Chief Creative Officer | SIMON MALLS
Brand Manager | EHE
Vice President Creative | BUMBLE AND BUMBLE
Head of Design & Branding | MORGAN STANLEY
Creative Director | SONY MUSIC
Exec. Dir., Creative Services | LAURA MERCIER
EVP Creative Director | REVHEALTH
VP, CD of Design | PUBLICIS
Creative Director | McCANN
Senior Brand Manager | COVERGIRL
Director, Consumer Planning & Research | DIAGEO
VP, Associate Creative Director | AREA 23
CD of Marketing | HEARST LIFESTYLE GROUP
VP Creative | ESTÉE LAUDER COMPANIES
Creative Director | DKNY
VP of Design | SYFY
Brand Design Director | ALDO
Sr Creative Dir. | WHITE HOUSE BLACK MRKT
Sr Vice President, Creative Dir | RALPH LAUREN
SVP, Creative | BOBBI BROWN & LA MER
Vice President, Creative Director | WEWORK
Creative Director | SPIRIT & FLESH
Vice President of Marketing | SAMSUNG
Chief Creative Officer | SELECT WORLD
VP Creative Director | ESTÉE LAUDER
VP Creative Dir | AUTHENTIC BRANDS GROUP
Global Creative Director | STEVE MADDEN
VP Creative Services | BATH & BODY WORKS
Chief Creative Officer | XCEL BRANDS
Creative Director | HSN
Executive Creative Director | TBWA \ CHIAT \ DAY
CCO | AIR PARIS
Dir. of Content Production | MILK MAKEUP
ACD | JOAN CREATIVE
VP, Group CD | LAIRD+PARTNERS
Art Director | Barneys
Vice Pres Creative Director | BBDO
Senior Managing Photo Art Director | LL BEAN
Senior Director of Design | MOROCCAN OIL
Head of Marketing | MILLY
Assoc. Creative Director | VERIZON
Senior Art Director | BOMBAS
Ex. Dir., Global Creative, Innov. | ESTÉE LAUDER
VP, Head of Global Retail Design | FOOT LOCKER
VP of Marketing | SYFY
Head of Photo+Art Buying, Mktg | NY TIMES
AVP, Brand Creative | KIEHL'S
Chief Marketing Officer | EPIX
Creative Director | BB235
ECD | NICKELODEON
Exec Creative Director | DAVID THE AGENCY
EP, Director of Production | JUICE PHARMA
Director of Production | MOTHER NEW YORK/LA
SVP of North American Whiskeys | DIAGEO
Head of Partnerships & UX | HEINEKEN
EVP Executive Creative Director | McCANN
Design Director | ANN INC.
Creative Director | MACY'S
Creative Director | GOOGLE
Design Director | ANOMALY
Vice President Creative Director | STILA
Vice President of Marketing | KEDS
Executive Producer | MACY'S
Head of Creative Services | STUART WEITZMAN
Chief Brand Officer | THINX + ICON
Chief Marketing Officer | REMY COINTREAU USA
Dir. of Creative Services | M.GEMI
Content Director | THE STORY LAB NY
Assoc. CD | VERIZON
Exec. Dir. , Glbl Creative Design | CLINIQUE
EVP, Executive Creative Director | VELOCITY
Executive Creative Director | TBWA \ CHIAT \ DAY
Art Director | WOMAN'S URBAN OUTFITTERS
EVP, Global Creative | CALVIN KLEIN
VP Creative | KATE SPADE NEW YORK
Marketing Director | SOUL CYCLE
Vice President of Production | ESPN
Executive Creative Director | TBWA\Chiat\Day
Creative Director at Large | LAURA MERCIER
Senior Vice Pres Integrated Production | GSW
Group Creative Director | HUDSON ROUGE
Senior Director, Photo & Content Studio | MACY'S
Executive Creative Director | GREY GROUP
Director, Creative Services | HARRY WINSTON
Sr. Art Producer | CONVERSE
Sr. Director of Marketing | BROOKS BROTHERS
Senior Photo Editor | NYTIMES T BRAND STUDIO
EVP Global Fragrance Mktg | ELIZABETH ARDEN
Group Creative Director | SPOTIFY
Group Creative Director | INTERPARFUMS
Head of Creative | CHANDELIER
Vice Pres., Creative Services | KENNETH COLE
Div Vice Pres, Design | SAKS FIFTH AVENUE
Creative Director | HUGE
Sr. Director of Marketing | JET.COM
Chief Creative Officer | COMPASS
Senior Creative Director | KATE SPADE
Creative Director | SHOPBOP.COM
Associate Vice President | LOFT (ANN)
Chief Creative Officer | EDELMAN NYC
Senior Creative Director | EQUINOX
AVP, Creative Director | SKINCEUTICALS
VP Creative | FRESHLY
Vice President, Creative | ESTEE LAUDER
Exec, Creative Director | CONDÉ NAST
Group Creative Director | MCCANN HEALTH
Head of Creative Strategy | JET.COM
Vice President, Design | MTV
Creative Director | TIFFANY & CO.
VP of Design | MTV
VP, Executive Creative Director | THE COMMUNITY
EVP Executive Creative Director | BBDO
Founder & Chief Creative Officer | MRS & MR
Art Director | FACEBOOK
Creative Director | REFINERY29
Creative Director | BUERO NEW YORK
Founder | NR2154
Director,Brand Content&Creative | FOOT LOCKER
Group CD | DAVID THE AGENCY MIAMI
Creative Director | GAP INC.
Vice Pres of Mktg, GL CD | KENNETH COLE
EVP Exec Creative Director | BBDO