A campaign about digging deeper into conceptions of love that our society has lost, and exploring them through Black men. Written, concepted, and directed end to end.
The brief was grooming. The work had to be bigger than that. I wrote and concepted the campaign around a question culture tends to skip: what do we mean, specifically, when we say love, and what have we lost by letting that word flatten? The films dig into forms of love that don’t get named often: tenderness between fathers and sons, attention between friends, the ordinary, quiet acts that men are taught not to notice and certainly not to show.
Seven spots, across a single brand cycle. The throughline: Black men as the protagonists of love stories we don’t usually get to watch. Not in spite of masculinity. Through it.
The result: a brand campaign that won a Webby and two Tellys, took home an AYA Inclusion Award at Cannes, was Clio and Cannes Lions nominated, and was featured in Ad Age.
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