Sephora came to R/GA having signed the 15% Pledge, a commitment by major retailers to dedicate a
minimum of 15% of their shelves to Black owned brands. But they didn’t want to stop there. We started with a strategy that echoed a truth Black people have known since forever: while other beauty cultures are globally praised, Black beauty culture is not.
In partnership with Oscar-nominated director Garrett Bradley, we created a film that recognizes the
influence and ingenuity of Black people that has led to many of the beauty trends, ingredients, tools
and language we all enjoy.
We then went one step further and hacked Google by replacing “Black beauty” search results from a horse, to real Black beauty.
Made with Shannon Washington, Katie Edmondson, Saige Sharp, and Asyia Fisher
🏆
Cannes Lions PR Lion: Retail Winner [Silver]
Sustainable Development Goals: Reduced Inequalities [Shortlist]
Fast Company World-Changing Idea: Advertising [Honoree]
Fast Company Innovation by Design Awards: Marketing Winner
Webbys
Advertising, Media & PR - Corporate Social Responsibility Campaign [Winner and People’s Voice]
Clios
Fashion & Beauty, PR: Multicultural, /Mobile: Other [Bronze]
AICP Next
Purpose Driven, Social [Winner] Integrated Campaign [Shortlist]
ADC
Fusion Award Winner
Design for good Advertising: Series, Advertising: Direct: Digital, Advertising: Integrated: Digital [Shortlist]
One Show
Fusion Pencil, Interactive, Online & Mobile: Online Advertising: Native Ads, Integrated: Customer Experience [Shortlist]
Effies
Beauty & Fragrance [Finalist]
“We Belong to Something Beautiful”
After winning the business and the success of our “Black Beauty Is Beauty” campaign, I led all of Sephora’s top funnel creative for ~3 years with my partner, Katie Edmondson. Under the umbrella of their brand philosophy “We Belong to Something Beautiful”, we partnered with Sephora to launch campaigns for specific parts of their business prioritizing diversity, storytelling, and elevating the visual aesthetic of the brand overall.
With a strong partnership, we’ve created incredibly hardworking and effective work - The hair campaign we recently created became the most successful above the line spot of all time within Sephora’s history driving the most client acquisitions yet.
Made with Shannon Washington, and Katie Edmondson
Google / Sephora / TurboTax / Airbnb / Planned Parenthood /
Nike / Samsung / Apple Music / Uber / Ebay / Verizon /
Express Scripts / NBA / DSW / Michaels
Nike / Samsung / Apple Music / Uber / Ebay / Verizon /
Express Scripts / NBA / DSW / Michaels
CANNES LION
PR Lion Retail, Silver
Sustainable Development Goals:
Reduced Inequalities, Shortlist
FAST COMPANY
Fast Company World-Changing Idea: Advertising, Honoree
Fast Company World Changing Idea Award: Advertising, Winner
Fast Company Innovation by Design Awards: Marketing, Winner
WEBBYS
Advertising, Media & PR - Corporate, Winner
Social Responsibility Campaign,
Winner and People’s Voice
Social, Health + Fitness, Winner
CLIOS
Fashion & Beauty, PR: Multicultural, /Mobile: Other, Bronze
AICP NEXT
Purpose Driven, Social, Winner
Influencer, Winner
Integrated Campaign, Shortlist
ADC
Fusion Award, Winner
Design for good Advertising: Series, Advertising: Direct: Digital, Advertising: Integrated: Digital Shortlist
ONE SHOW
Fusion Pencil, Interactive, Online & Mobile: Online Advertising: Native Ads, Integrated: Customer Experience Shortlist
EFFIES
Beauty & Fragrance Finalist
Disease Awareness + Education Winner
SHORTY SOCIAL GOOD AWARDS
3 wins: Education, Influencer & Celebrity, YouTube
3 Gold: Multi-Platform Campaign, LGBTQ+, PSA
PR Lion Retail, Silver
Sustainable Development Goals:
Reduced Inequalities, Shortlist
FAST COMPANY
Fast Company World-Changing Idea: Advertising, Honoree
Fast Company World Changing Idea Award: Advertising, Winner
Fast Company Innovation by Design Awards: Marketing, Winner
WEBBYS
Advertising, Media & PR - Corporate, Winner
Social Responsibility Campaign,
Winner and People’s Voice
Social, Health + Fitness, Winner
CLIOS
Fashion & Beauty, PR: Multicultural, /Mobile: Other, Bronze
AICP NEXT
Purpose Driven, Social, Winner
Influencer, Winner
Integrated Campaign, Shortlist
ADC
Fusion Award, Winner
Design for good Advertising: Series, Advertising: Direct: Digital, Advertising: Integrated: Digital Shortlist
ONE SHOW
Fusion Pencil, Interactive, Online & Mobile: Online Advertising: Native Ads, Integrated: Customer Experience Shortlist
EFFIES
Beauty & Fragrance Finalist
Disease Awareness + Education Winner
SHORTY SOCIAL GOOD AWARDS
3 wins: Education, Influencer & Celebrity, YouTube
3 Gold: Multi-Platform Campaign, LGBTQ+, PSA