Through the lens of a 90's pajama party -- think Moesha -- I positioned Shea Moisture in the hands of today’s "It Girls" to speak to how the products empower them to feel their best.

Shea Moisture, a staple for many millennials in the curly hair community, wanted to expand its reach to include Gen-Zers. With timing in our favor as the “It Girl” trend was all the girlies could talk about, and Gen Z’s obsession with Y2K, we captured the essence of young black womanhood today.

The video soared in performance, garnering over 9K impressions, 1.4K engagements, and an impressive engagement rate of 15.81%.  Post