Proctor & Gamble

I was called in last-minute before a major pitch to brainstorm African-American campaign ideas for Proctor & Gamble. This led me to become the creative leader on the campaign for the subsequent 5 years. Leveraging research and personal insights, I conceptualized "My Black is Beautiful." The concept aimed to spark candid discussions about society's unrealistic beauty standards, perpetuated by media and television, and their detrimental impact on women's self-confidence. We urged P&G to take a stand, championing the beauty of all women of color, regardless of race, background, or body shape. We encouraged women to define and embrace their own beauty standards, free from societal constraints. Initially launched through print ads, "My Black is Beautiful" quickly gained traction through word-of-mouth, leading to nearly a million downloads from the P&G website within three and a half weeks. This success prompted us to shift focus to digital platforms, resulting in the creation of a dedicated website and forum where consumers could celebrate their heritage and share their unique beauty stories. Subsequently, the campaign expanded to include shopper marketing, digital magazines, and experiential elements.

My Black is Beautiful Launch Television Spot

We crafted a heartfelt TV campaign designed to evoke deep emotional connections with viewers while authentically showcasing the brand's steadfast dedication to championing and celebrating every aspect of beauty. Through poignant storytelling and genuine portrayals, our campaign resonates with audiences, affirming our commitment to inclusivity and empowerment.

My Black is Beautiful Launch 3-Page Print campaign

I spearheaded the creation of a print campaign aimed at nurturing deep emotional ties, highlighting our unwavering commitment to celebrating diverse beauty. By crafting authentic narratives, we establish genuine connections with our audience.

My Black is Beautiful Digital Ad

Digital campaign showcasing diverse women and their strengths, demonstrating Proctor and Gamble's support for them.

My Black is Beautiful Digital Journal & Guide

I created a digital journal and guide to assist consumers in navigating various discussion topics, presented in an easy-to-read format.

My Black is Beautiful Retail Display

I designed a display to showcase a variety of our brand's offerings in a convenient, easily navigable format for our consumers to shop.

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