#FeelingMyPride (concept + launch)

I helped pitch and win this business for agency TEN35 in a “break ya neck” paced slurry of pride, melanin, texture, and influencer glory. As a legendary brand in the black beauty and haircare space, AFRICAN PRIDE wanted to reassert its value in the marketplace with a product made for a very specific niche within the natural hair care community. #FeelingMyPride leverages the eternal #MoodAF within this group of innovative women and allowed AFRICAN PRIDE to proudly reiterate its modus with moxy and mettle.

a flow-thru of African Pride’s brighter IG feed, featuring the launch manifesto video, “When You’re Feeling Your Pride”

the THINKING deck that contained headlines, the produced manifesto script, specifications for influencers, the campaign overview, the microsite that would contain a "That Feeling When…" quiz which linked visitors to recommended products and demonstrations.


  • Role CONCEPT, WRITING, CREATIVE DIRECTION

  • For African Pride

  • Date April 2018

  • Type SOCIAL, DIGITAL, EXPERIENTIAL

  • URL www.instagram.com/myafricanpride/

  • AD: Alanna Marshall

Up Next:

WorthTelling 2017 (campaign)