Amica: The Mayes

Sep 2026

Amica’s campaign, The Mayes, explores the domestic transition of a family settling into a new home. Through a series of vignettes, the film tracks the unpacking process, the arrangement of personal artwork, and the changing seasonal environment outside the front door. Directed by Malik Sayeed with production house Little Minx, the project leans into a cinematic, live-action technique. Creative direction is led by Patrick Horton and Mietta McFarlane, with an editorial focus on warm interiors and soft lighting to document the experience of moving. Additional credits include executive creative director Dave Randolph and editorial work by Akiko Iwakawa. Post-production and VFX were handled by Company 3 LA and MakeMake, with sound design and music provided by Wave and King Lear.

Horizontal, Clean, Cinematic

Insurance

Hallway

TVC / TV Commercial