This brand film was created for P&G’s new haircare line My Black Is Beautiful.

We wanted to create a conversation around what it means to be “unbecoming.”

Through the process of haircare, we reimagine routine as ritual. A chance for us to untangle any limiting beliefs through reflection. We wanted to show undone Black hair in a way that was celebrated.

Ultimately, we walk away knowing that the process of unbecoming expectations placed on you from the outside & embracing your truth is the most beautiful thing you can do.

Art Director

Muse by Clio
AdAge
AdWeek

(additional coming soon)

Panels & discussions involving this conversation around Unbecoming were held at a number of conferences: CultureCon LA & Cannes Festival of Creativity in Cannes France.

(more details coming soon)

Writer & VO: Taylor Whitelow

Founder/CCO: Keith Cartwright

Producer: Paige Matho

Director: Day Day

DP: Ayinde Anderson

PD: Rochelle Bennett

D&AD Wood Pencil