PROJECT GOAL
Building on the success of the popular #DefineYourBeard campaign, this project represents a soft relaunch, infused with Sheamoisture Men's new vibrant visual language. Staying true to its core message of empowerment and self-expression, the campaign celebrates the diverse identities and stories of Black men.
THE APPROACH
Here's how we brought this campaign to life:
Diverse Representation: We focused on six Black men from different walks of life, showcasing the multifaceted nature of Black masculinity and challenging stereotypes.
Video-Centric Approach: The campaign leverages the power of video to capture the energy and dynamism of its subjects. The videos convey a celebratory and vibrant mood, reflecting the confidence and individuality that comes with embracing one's unique style.
Striking Visuals: The campaign features compelling product shots that highlight the brand's offerings in a visually captivating way, complementing the overall aesthetic.
Sheamoisture Men #DefineYourBeard relaunch aims to reignite the conversation around self-definition and inspire Black men to confidently express themselves through their beards and their unique stories.
TARGET AUDIENCE
Men who see themselves reflected in the campaign and the women in their lives (wives, girlfriends, sisters) who influence their purchasing decisions.