PORTFOLIO

MY bLACk Is BeautifuL

creative ideation + content creation

in 2022, i worked with the team at zeno group, a communications agency, to build out content for the procter & gamble brand my Black is beautiful. the foundation of this brand is being unapologetically Black, which is something that very much aligns with my personal values.

this work allowed me to dive into the world of Black hair care and flex my skills as a creator—developing video concepts, writing scripts, social copy, and creating reels and tiktoks for the @mbib social accounts. knowing that topics relating to haircare can be political (i see you c.r.o.w.n. act), including sensitivities around how Black women style and choose to wear their hair; this is a part of the brand i wanted to amplify.

TIKTOK CONTENT

@mbib Get into it! We designed our Tangle Slayer Conditioning Cream with Type 3 ✨and✨ Type 4 girlies in mind. While they each have different benefits, they both have all the goodness of our Golden Milk collection—coconut milk, turmeric, honey, and ginger. We love to see it. 🙌🏾 Credit: @J A Y D E #naturalhair #mbib ♬ original sound - My Black is Beautiful
@mbib We know the braider girlies say to take out your braids after 4 weeks but sometimes you just have things to do and need to keep them in a little bit longer. 👀 @J A Y D E is showing us how she gives her knotless braids a simple refresh with our Golden Milk Detangling Spray and Edge Slayer and our Blue Ginger Scalp Serum. 🙌🏾✨GET 👏🏾 IN 👏🏾 TO 👏🏾 IT. #knotlessbraids #boxbraids #braidideas #mbib #scalpcare ♬ original sound - My Black is Beautiful

@mbib Our people. Our people. 😂 Which number is your fave Black haircare ritual? 👀 Drop it in the comments! 1️⃣2️⃣3️⃣4️⃣5️⃣6️⃣👇🏾 👩🏾: @jaydeipowell #blackhair #mbib #softlife #blackhairstyles #blackhaircare #growingupblack ♬ original sound - My Black is Beautiful

UGC-STYLE VIDEOS

@mbib Have you checked out our 🆕 line of #MBIB styling products yet? We've designed them to keep your hair healthy and gorgeous all year round. Get into it! 🙌🏾 Will you be adding the Defining Jelly into your natural haircare routine? 👀 #naturalhairproducts #naturalhair #teamnatural #mbib ♬ original sound - My Black is Beautiful
@mbib Our Golden Milk Collection may have a new look but it still features the same products you know and love. Each one is made for your texture and packed with ingredients like honey, turmeric, ginger, and coconut milk. ✨🖤 It's low key giving BBL—Black, beautiful, and luxurious. 😉 #mbib #naturalhairproducts #naturalhair #teamnatural ♬ original sound - My Black is Beautiful

@mbib Are your curls looking dull😱?! Let’s massage the moisture in with the #mbib Hydrating Curl Cream for the curl and sheen it’s crying out for! Visit our bio to find stores near you to purchase! 🛍 #mbib #naturalhairproducts #naturalhair #teamnatural #blackhair #4to4c ♬ original sound - My Black is Beautiful

#TEXTURETALK: THE SERIES

knowing that street-style interviews have become so popular on social media, me and lana adams (another awesome creative) conceptualized and co-produced an original series of street-style interviews called #texturetalk for @mbib’s social channels. this came to life in a short-form video series where we ask Black people questions about their hair like, “what do you put in your spend-the-night bag,” or which hairstyle they would “date, marry or divorce.”

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