The mission

We were tasked with creating a brand essence video as part of our Visual Storytelling class at VCU Brandcenter. My group was assigned Shea Moisture. Shea Moisture was the first mainstream hair and skincare brand to speak to the diversity within Black hair textures and styles. But after some questionable marketing angered the core consumers who trust the Shea name, the brand needed to return to its roots. The concept we developed was simple: Shea gives you the freedom to be you.

Class:  Visual Storytelling
Skills:  Video production, Brand essence
Year:    2019
Teammates:  Brianne Johnson, Chris Suarez

The result

Our brand essence video centered around the diversity, and culture within the black community and celebrated what it means to be African-American. We brought Shea Moisture back to their roots and helped illustrate that their products don’t just help make you look good, they give you the freedom to be yourself and be proud of who you are.