SheaMoisture has just unveiled a brand campaign that proudly celebrates the beauty and resilience of Black women–one of the brands key consumer bases.
SheaMoisture has unveiled a brand campaign that heralds the beauty and resilience of Black women, one of the brand’s key consumer bases. “It Comes Naturally” is a forward-looking celebration of Black female culture and identity. Featured is the work of six Black female artists–Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega–who were commissioned to create a distinctive campaign, portrayed in rich illustrations, that brings to life the stories, legacy, and heritage carried by Black women through the generations.
The campaign was brought to life in partnership with a collaborative creative agency team across BBDO NY and polycultural marketing firm, JOY Collective. It is the first brand work to come from this team since winning SheaMoisture in early 2020. The work was created by a dynamic team of Black and multicultural writers, artists, editors, and music composers
The work amplifies the brand’s pledge whereby every single purchase generates proceeds to be directly invested in Black women entrepreneurs.
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Credits
Client SheaMoisture Co-Creative Agency JOY Collective Kelli Richardson Lawson, CEO; Orlena Nwokah Blanchard, president & COO; Melanie Moore, creative director; Caralene Robinson, executive producer; Camille Blanchard, SVP, strategy & client services; Ashley Grayson, VP of marketing; Bryna Jean-Marie, copywriter; Henry Jones, digital developer; Rachel Harris-Evans, UX strategy & design; Jessica Taveras, graphic designer. Co-Creative Agency BBDO New York David Lubars, worldwide chief creative officer; Daniela Vojta, Susan Young, executive creative directors; Oyinda Oluwa, copywriter; Melanie Coyne, Amy Cruz, designers; Melissa Tifrere, executive producer; Tatiana Lanier, production manager; Kristin Tolbert, plannning director; Kamillah Collins, jr. planner; Naja Bomani, design strategist. Art Bisa Butler, Reyna Noriega, Linda Mawala, Rachelle Baker, Alexis Eke, Monica Ahanonu Animation Company BUCK Orion Tait, executive creative director; Thomas Schmid, group creative director; Debora Cruchon, art director; Joe Nash, exec producer; Kitty Dillard, head of production; Jess Pierik, producer; Debora Cruchon, storyboard & design, Thea Glad, Mercy Lomelin, storyboard; John Karian, sr. 3D lead; Chris Ribar, lighting/composite lead & look development/lighting; Filipe Machado, Bryan Eck, 3D modeling; Ernesto Ruiz Velasco, rigging; Ylli Orana, Shane O’Hara, Joy Tien, John Karian, look development/lighting; John Karian, Kevin Nguyen, Anton Tokar, 3D animation; Mercy Lomelin, sr. animation lead, 2D animation, cel animation; Vero Gomez, 2D animation; Lizzi Akana, Pilar Garcia-Fernandezsesma, Thea Glad, cel animation; Delainey Cummins, Nicole Pappas, animation interns. Music Big Sync Music Music Title SheaMoisture “It Comes Naturally”; Crystal Caines, composer; Alex Menck, music supervisor; Breanna McFarlane, music coordinator. Audio Sonic Union David Papa, mix engineer; Justine Cortale, studio director. Voiceover Mia Bankston, voiceover artist.
Pearson has launched its first global brand campaign in more than five years as the 182-year-old company continues its evolution into an AI-enabled education and reskilling leader.
The campaign centers on a series of cinematic films featuring real learners in conversation with their younger selves. Using AI to recreate earlier versions of each participant, the films allow individuals to reflect on pivotal decisions, moments of doubt, and turning points that shaped their futures. The creative approach blends emerging technology with documentary storytelling grounded in lived experience.
At a time when AI’s role in both education and creativity is under intense scrutiny, Pearson has taken a deliberate and considered approach. The technology is used not as spectacle, but as a reflective storytelling device, built around consent, authenticity, and human agency. It reflects Pearson’s strong support for AI in augmenting human potential with learning at the core.
The first learner stories spotlight U.S.-based individuals, with additional international profiles launching later this spring as part of an ongoing global series that Pearson produced with VaynerMedia for creative, and Hummingbird and Tool of North America for production. Aqsa Altaf and John X. Carey via Hummingbird teamed to direct the “Impact Stories” films.
This film introduces us to Jasmine who meets her younger 27-year-old self. The younger Jasmine has two kids and is pregnant with a third. She and her two children are living in a domestic violence shelter, sleeping on an inflatable mattress with a slow air leak. Now getting a Pearson education and on her way to realizing her dreams seven years later, Jasmine gets to impart a message of inspiration to her younger self.
