Overview: SheaMoisture partnered with xoNecole to build awareness of their new Scalp Care line by disrupting traditional messaging in the category. The aim was to connect with Gen-Z consumers and highlight the link between scalp health and bold hair. xoNecole was tasked with creating co-branded content that authentically told SheaMoisture’s story, rooted in Black hair culture.
“The Root Of It,” a dynamic three-part mini-series designed to educate and engage. The series featured insightful dialogues among a diverse group of Gen-Z and Black millennial women from various creative fields. Hosted by beauty journalist and content creator Blake Newby, the series featured hair makeovers by celebrity stylist Ursula Stephen in a modern, home-inspired setting. This setting was deliberately chosen to evoke the familiar, intimate “kitchen beautician” experience cherished in Black culture, providing a relaxed atmosphere that allowed for authentic storytelling.
Challenge: As the Assistant Director, I was responsible for assisting the Director in developing a shooting schedule, which detailed the plans for filming, including which scenes will be shot, the location, and the time required for each scene to ensure that our 12-hour shoot day ran smoothly. I communicated real-time status updates between the Client, Director, Director of Photography, Talent, and Crew. I communicated the director's instructions to the appropriate departments, ensuring that safety protocols were being followed on set, and that all setups were communicated promptly to keep us on schedule to capture all necessary story elements. If any issues arose that could delay the schedule, solutions were made to address these problems to minimize disruptions. The fast-paced environment required constant attention to detail, and by the end of the day, I secured all footage, transferring it to multiple external hard drives for safe delivery to the account director for the Post-Production process.
Client: Shea Moisture | xoNecole
Production: Slug Global | Polly Studio
Creative Director: Bosco | Producer: Sheyla King | Account Director: Kevin Gumbo | Project Manager: Zakk Jullot | Copy Editor: Kylah Benes-Trapp
Director: Mikkoh | Editor: Jeff Rattanong | Director of Photography: Cristian Bernal | AD/Camera Op: Samuel Cho | Camera Op: AJ Paug
AC: Vy Thai | Gaffer: Sam Ock | Grip: Kyle Ware | Audio Mixer: Victor Chavez | Tech PA: Rick Carreno
Outcome: The series was a resounding success, achieving the dual goals of educating consumers and fostering brand loyalty among a younger demographic. The content not only met the campaign’s objectives but also reinforced SheaMoisture’s reputation as a brand that understands and celebrates Black hair culture. This project serves as a prime example of how strategic partnerships and creative execution can drive meaningful results in brand storytelling. It was truly an honor to contribute to a project with such a meaningful impact.
BTS Photos