Empowering
type 4 naturals with freedom of style.
MIELLE ORGANICS
Role: Art Director, Lead Designer
Agency: 19th & Park Inc.
OBJECTIVE–
Inspire naturals to reclaim their relationship with their hair by introducing Mielle’s new Kalahari Melon & Aloe Vera (KMA) line as the key to unlocking the freedom of time and the power of uncompromising style. The goal was to position KMA as the go-to solution for type 4 hair while connecting it to a larger narrative of personal agency and self-expression.
As the art director on this campaign, I collaborated with my copywriter creative partner to develop and present compelling creative concepts to Mielle, then carried that vision through execution. Our approach shifted expectations around type 4 hair, celebrating its versatility with the right care and products while rejecting outdated and demeaning industry tropes. We launched a playful, vibrant campaign that showcased how KMA’s deeply moisturizing formula gives naturalistas the confidence to embrace and experiment with their kinks, curls, and coils.
As art director, I led the overall look and feel of the campaign, shaping every visual and sensory element to create a fresh, dynamic perspective within the hair care space. From the earliest stages, I storyboarded the spot to bring the concept to life, ensuring a clear and compelling visual narrative. I was deeply involved in every detail—from casting to lighting, set design to wardrobe—crafting a world that felt authentic, nuanced, and free from the outdated tropes that often dominate the category. I carefully selected talent to introduce fresh archetypes, ensuring that our cast reflected a broader, more inclusive spectrum of natural beauty. Beyond the shoot, I worked closely with post-production teams on sound design, editing, and the Final Cut, refining each element to deliver a seamless and polished execution. Every choice was intentional, reinforcing a visual language that redefined how natural hair—and the women who embrace it—are represented.
I then extended the campaign’s impact across social platforms, ensuring the concept remained engaging and dynamic beyond the hero shoot. Using stills from the campaign, I ideated fresh ways to manipulate and repurpose content, crafting a social-first approach that kept the conversation going. As the lead designer, I created the key art for all social assets, maintaining a cohesive visual identity while adapting the campaign to fit the fast-paced, interactive nature of social media in a way that felt organic, relevant, and continuously engaging.
