Alex O'Neill
Creative Director | Brand Strategy | Ex-Vogue, MAC, Amazon
New to Contra
Alex is ready for their next project!
As a photo director at Vogue, I directed editorial shoots across celebrity, fashion, and culture — shaping visual narratives from concept through delivery. I worked with photographers, stylists, and talent including Bella Hadid (~1M Instagram likes, ~2M YouTube views), Kate Moss, Anthony Bourdain, FKA Twigs, Grimes, and Andrew Garfield. The work required a sharp editorial instinct: knowing how to frame a moment, cast the right collaborators, and build images that felt alive within the larger cultural conversation.
0
14
As Global Director of Digital Innovation at M-A-C, I led creative ideation with the art team on digital-first, 360 concepts designed to work across global markets. The brand was still doing nearly 60% of sales in-store, so my task was to modernize how M-A-C showed up online — rethinking the skin aesthetic, building a fresh visual direction, and creating concepts that translated into stronger e-comm storytelling, better paid performance, and a more cohesive experience across social, site, and virtual try-on.
0
20
As Creative Director at Amika, I led the brand's shift toward strategic, digital-first storytelling — building campaigns, content systems, and visual direction to drive DTC growth. Highlights include the Holiday Hairtopia campaign (67% more video views, 239% more clicks than planned, 15.6% ad recall lift among women 18–24), the "Let's Get Cleanical" franchise (12.8% YouTube awareness lift, helped Amika become the #1 haircare brand at Sephora), and the "Get Drenched" OOH activation — a branded bus tour that turned hydration sampling into a citywide moment.
https://www.alexoneill.net/amika
1
28
Howling Bread Baking — Full brand identity build for an artisan sourdough bakery. Created brand book, logo system, 111+ product photography shots, wholesale one-sheet, merch line (hoodies, totes, tees), and social content strategy. End-to-end creative direction from concept to market-ready brand.
0
37