Our Wellbeing Is Everything
A campaign built on the belief that self-care is foundational to identity, ritual, and everyday expression for Black women.
Project Snapshot
Company: Mayvenn
Work: Integrated Campaign Strategy, Messaging Architecture, Creative Direction, Content Planning
Deliverables: Campaign platform, messaging framework, moodboards, shot direction, influencer guidelines, hair and styling direction, omnichannel rollout strategy
Role: Strategy · Messaging · Creative Direction · Copywriting · Content Direction
The Opportunity
The brand had momentum in product and visibility; the natural next step was to deepen emotional connection. Seasonal storytelling often leaned into trends or aesthetics, but this moment called for something more rooted.
The goal was to build a campaign that reflected the fullness of our audience’s lives. Hair care, skincare, and personal style are not isolated rituals, they’re part of a broader commitment to wellbeing.
The Core Idea
The campaign emerged from a simple cultural truth: for Black women, loving and advocating for ourselves carries weight. Care is layered. It is mental, spiritual, physical, and visible.
The campaign positioned self-care as foundational. Not indulgent, not performative, but truly foundational. This framing guided messaging, casting, styling, and environmental direction across every touchpoint.
Visual Direction
The visual direction balanced indoor intimacy with outdoor vitality.
Indoor scenes centered soft light, neutral walls, mirrors, plants, and quiet self-care rituals. Outdoor moments introduced natural light, greenery, movement, and seasonal florals. Golden hour warmth carried through both.
Color Story
Rich browns and coppers
Warm neutrals
Olive and jade
Soft spring tones
Styling leaned into ease and confidence. Silky basics, pastel suiting, activewear, and modern florals grounded wellness in everyday life.
Hair direction showcased versatility. Sleek straight, soft barrel waves, carefree curls, and natural texture honored range without flattening identity.
Makeup was focused on glow, warm highlights, and skin-forward beauty.
Every visual decision pointed to one intention: care as lived experience.
Messaging & Impact
Balance defined the narrative. Earthy and ethereal. Glamorous and grounded. Expressive and intimate.
The tone was warm and direct, honoring texture, shade, and tone without defaulting to generic beauty language. Care was framed as ritual, and joy felt lived-in. Hair became part of a broader story about self-care and self-expression.
The result was a stronger position around holistic care and a repeatable storytelling framework for future seasons. Product, ritual, and identity moved in alignment.
The work demonstrated how emotional nuance and commercial clarity can operate in the same system.
Integrated Execution
The campaign extended across in-house studio shoots, lifestyle photography, video storytelling, influencer direction, and behind-the-scenes social content.
Influencer guidance emphasized authenticity and familiarity. Content formats included value-driven education, product storytelling, model-led look transformations, and social-first engagement moments. The approach allowed the campaign to feel cohesive while adapting to each channel’s native behavior.
The result was a unified campaign that carried from hero visuals to social clips without losing tone.
The Result
The campaign established a clear seasonal position around holistic care and identity-driven expression. It connected product to ritual and ritual to lifestyle.
More importantly, it created a repeatable platform for future storytelling. Messaging, visuals, and channel strategy moved in alignment.
The Takeaway
When positioning is clear, every touchpoint pulls in the same direction.
Looking for integrated campaign leadership?
I work with brands, both in-house and as a strategic partner, to build campaign platforms that move positioning, creative, and go-to-market in one direction.