PROBLEM

Black hair is still not a concern for most mainstream beauty product brands. As a result, conversations around black hair are inherently built around this. Step in LUSH, with an accomplished range of products made specifically for black hair. They needed to promote the range in a space that doesn’t normally make room for them

SOLUTION

We created a social & digital campaign (film, podcast, zine) that celebrates black hair, writing a visual love letter to the culture and traditions rooted in the maintenance of hair not just as self-care, but as a shared, familial experience. The film consciously avoids bowing to the dynamics currently in place, instead proudly nodding to unity across the diaspora.

We directed this too.