"Pantene is changing the game and celebrating diversity"
"A major milestone in the conversation surrounding representation and inclusion in the hair industry"
Project: All Strong Hair is Beautiful Hair
Role: Art Director
Photoshoot Art Direction
The under-representation of African American (AA) hair in mainstream media is a clear example of racial discrimination in the US. It has created a serious lack of positive role models for generations of women and been a major factor in the rise of pervasive hair discrimination.
Pantene set out to change perceptions, by creating the most beautiful, most widely distributed collection of AA hairstyles ever made. We shot a super-premium image library and then flooded the photos across social channels, fashion media, digital look-books, how-tos, instagram stories, and high-impact outdoor. Then, launched a :60 film, which elevated the story of AA hair, to a standard never before seen.
Director: Kahlil Joseph Director of Photography: Darius Khondji Stylist: Newheart Ohanian Hair: Chuck Amos
Our gorgeous library of images was spread across all of fashion media moving beyond the 'niche' magazines, including the fashion bible, Vogue.
We created a digital lookbook full of guides on how to get the looks from our Pantene advertising.
We flooded our social channels with snackable content about the new Gold Series and BTS content of our ensemble of women.
Out of Home
We plastered our images in high-impact neighborhoods across the country, for all to see — including the world's largest digital billboard in Times Square.