Creative Direction & Strategy | Writing  

 

My team was tasked with overhauling 56 econtent images for seven My Black Is Beautiful products. The current imagery was not performing well: specifically, the trial barriers were that the customer didn't believe MBIB was serving her unique, textured hair needs. She needed visual evidence that the product would work for her. She needed to see models that looked like her and had hair like her. The products did not feel premium or elevated. ​

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For the brainstorm, the team pulled together women of color and Black women with hair type 3 and 4 from across the agency to give firsthand accounts of their relationship to their hair, hair products, routines and both their positive and negative experiences with brands and marketing.​ Our lead strategist, ​Adjoa Nyamekye (type 4c hair) was our point person in terms of making sure the models and hair styles we used were accurate and authentic representations of 4c hair, she provided an image library of references and lent her expertise in evaluating copy and claims to make sure we were coming across as relevant and resonant.​​

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The entire team leaned in to learn about Black hair and specifically type 4c hair. We created a safe space of open dialogue and questions, so that we could have fruitful conversations and truly learn about this customer and what her needs are. We learned a great deal about the shortcomings of the current offerings and barriers Black women face. Our ultimate goal was to deliver creative that was a celebration of Black hair and Black beauty. We wanted it to be bold, authentic, premium and unapologetic, just like the brand itself.​

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The hard work paid off, and our P&G client was thrilled: "Clearly you did your homework, and it shows in the work! You did a lot of research on this product and our target audience. It's clear you have a lot of passion for the project."