protect the
crown
SHEA MOISTURE • STUDENT WORK
It’s not easy being in spaces that aren’t accepting but Shea Moisture has helped protect Blackness in mainstream society for years. They understand that along with helping Black hair flourish with their products, they’re also going to help Black people protect their sanity and flourish in this society.
Denver Ad School
Art Director: Nikeia McMillon
Copywriter: Dale Matthews
celebrate what comes naturally
Through vibrant visuals and empowering messaging, this campaign aims to inspire confidence and authenticity among our audience, fostering a genuine connection between the brand and corporate Black women.
BRAND
ACTIVATIONS
stay in style
Women briefly bond with other women in the restroom. To make the bond even stronger Shea Moisture will partner with Dyson to install styling tools, accessories and Shea Moisture products geared towards natural hair in women’s restrooms in cities like Atlanta, Houston, D.C. Chicago, and NYC.
free ‘fro all
Shea Moisture collaborates with local hair stylist, barbers to capture professional headshots for those don’t have access.
SOCIAL
ACTIVATIONS
loc’d in
Shea Moisture creates a corporate handbook through a series of LinkedIn post to be used as a reference for employers, educators, and media professionals alike.
the queen’s guard
Shea Moisture wants to send a message to people who try to police, touch, or appropriate Black hair. We’re finding ignorant tweets about Black hair and responding with educational hard hitting responses.