SheaMoisture
We Are Hair
Campaign
We Are Hair, We Are Here, the bold and declarative affirmation crafted to reclaim SheaMoisture’s place in the haircare market as the original multi-cultural, ingredient-focused solution for head-turning hair.
I led the creative strategy, concept and development of this disruptive campaign to celebrate the launch of three new product lines within the SheaMoisture haircare portfolio. Our approach? We aimed to create an unapologetic, and emphatically undisputable statement on the fact that Sheamoisture Is Hair, and has been since the beginning. In that, we sought to express the many ways hair is synonymous with SheaMoisture through a targeted research on the current market and insights. We listened to the wants and needs of our various target audiences and through a lens of consumer-empahty, decided we needed a fresh approach, message and tone of voice to tell OUR story - the story of hair while standing out in the market in a visual and compelling way.
And as far as how we told that story, we wanted our message to ooze confidence, cool factor & position us as an authority in the market, while still remaining approachable.
EXPLORE
TIMELINE
Spring 2022
ROLES
Creative Direction
Art Direction
Design
Pre/Post Production
CREDITS
Annie Bercy - Director
Ava Riki - DP
I led the creative strategy, concept and development of this disruptive campaign to celebrate the launch of three new product lines within the SheaMoisture haircare portfolio. Our approach? We aimed to create an unapologetic, and emphatically undisputable statement on the fact that Sheamoisture Is Hair, and has been since the beginning. In that, we sought to express the many ways hair is synonymous with SheaMoisture through a targeted research on the current market and insights. We listened to the wants and needs of our various target audiences and through a lens of consumer-empahty, decided we needed a fresh approach, message and tone of voice to tell OUR story - the story of hair while standing out in the market in a visual and compelling way.
And as far as how we told that story, we wanted our message to ooze confidence, cool factor & position us as an authority in the market, while still remaining approachable.
EXPLORE
TIMELINE
Spring 2022
ROLES
Creative Direction
Art Direction
Design
Pre/Post Production
CREDITS
Annie Bercy - Director
Ava Riki - DP
VIDEO CAMPAIGN
We partnered with a talented up and coming director and DP pair to create an authentic,
lifestlye launch video to showcase our new brand voice, visuals and messaging.
EDITORIAL PHOTOGRAPHY
Editorial on-figure imagery showcasing talent with various eyecatching
hairstyles, while illustrating key benefits of each new product to support product
education and campaign storytelling.
STILL-LIFE PHOTOGRAPHY
