“SHARING MY STORY IS A DECLARATION OF INDEPENDENCE OF OTHERS’ NARRATIVE OF ME.
I ACCEPT MY TRUTH, ACKNOWLEDGE MY COMPLEXITY, AND OWN MY RESPONSIBILITY TO WRITE THE NEXT CHAPTER.
#MYSTORYMYPOWER. ”
PROJECT OVERVIEW
#MyStoryMyPower was more than a brand refresh; it was a response to a pivotal moment in history and a commitment to social change. In the wake of George Floyd's tragic death and the powerful movement for racial justice that followed, SheaMoisture Men sought to amplify the voices of Black men and their experiences in America.
This commitment manifested in a multi-faceted campaign with a vibrant new visual identity reflecting the energy and dynamism of the movement. The campaign also featured an expanded product line, further diversifying the brand's offerings.
At the heart of #MyStoryMyPower was a powerful docuseries featuring intimate conversations with Black men, providing a platform for them to share their stories, perspectives, and hopes for the future. A stirring anthem served as a declaration of the brand's solidarity with the Black community. #MyStoryMyPower authentically connected with the brand's core audience, using its platform to promote understanding, empathy, and contribute to a more just and equitable society.
ROLE
Creative Direction, Art Direction, Brand Strategy, Content Development, Talent Partnerships, Social Media Strategy, Social Media Execution, Copy
PARTNERS
Alexandria Productions, Team Epiphany