SheaMoisture has just unveiled a brand campaign that proudly celebrates the beauty and resilience of Black women–one of the brands key consumer bases. 

SheaMoisture has unveiled a brand campaign that heralds the beauty and resilience of Black women, one of the brand’s key consumer bases. “It Comes Naturally” is a forward-looking celebration of Black female culture and identity. Featured is the work of six Black female artists–Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega–who were commissioned to create a distinctive campaign, portrayed in rich illustrations, that brings to life the stories, legacy, and heritage carried by Black women through the generations.

The campaign was brought to life in partnership with a collaborative creative agency team across BBDO NY and polycultural marketing firm, JOY Collective. It is the first brand work to come from this team since winning SheaMoisture in early 2020. The work was created by a dynamic team of Black and multicultural writers, artists, editors, and music composers

The work amplifies the brand’s pledge whereby every single purchase generates proceeds to be directly invested in Black women entrepreneurs.

Credits

Client SheaMoisture Co-Creative Agency JOY Collective Kelli Richardson Lawson, CEO; Orlena Nwokah Blanchard, president & COO; Melanie Moore, creative director; Caralene Robinson, executive producer; Camille Blanchard, SVP, strategy & client services; Ashley Grayson, VP of marketing; Bryna Jean-Marie, copywriter; Henry Jones, digital developer; Rachel Harris-Evans, UX strategy & design; Jessica Taveras, graphic designer. Co-Creative Agency BBDO New York David Lubars, worldwide chief creative officer; Daniela Vojta, Susan Young, executive creative directors; Oyinda Oluwa, copywriter; Melanie Coyne, Amy Cruz, designers; Melissa Tifrere, executive producer; Tatiana Lanier, production manager; Kristin Tolbert, plannning director; Kamillah Collins, jr. planner; Naja Bomani, design strategist. Art Bisa Butler, Reyna Noriega, Linda Mawala, Rachelle Baker, Alexis Eke, Monica Ahanonu Animation Company BUCK Orion Tait, executive creative director; Thomas Schmid, group creative director; Debora Cruchon, art director; Joe Nash, exec producer; Kitty Dillard, head of production; Jess Pierik, producer; Debora Cruchon, storyboard & design, Thea Glad, Mercy Lomelin, storyboard; John Karian, sr. 3D lead; Chris Ribar, lighting/composite lead & look development/lighting; Filipe Machado, Bryan Eck, 3D modeling; Ernesto Ruiz Velasco, rigging; Ylli Orana, Shane O’Hara, Joy Tien, John Karian, look development/lighting; John Karian, Kevin Nguyen, Anton Tokar, 3D animation; Mercy Lomelin, sr. animation lead, 2D animation, cel animation; Vero Gomez, 2D animation; Lizzi Akana, Pilar Garcia-Fernandezsesma, Thea Glad, cel animation; Delainey Cummins, Nicole Pappas, animation interns. Music Big Sync Music Music Title SheaMoisture “It Comes Naturally”; Crystal Caines, composer; Alex Menck, music supervisor; Breanna McFarlane, music coordinator. Audio Sonic Union David Papa, mix engineer; Justine Cortale, studio director. Voiceover Mia Bankston, voiceover artist.

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