SHEAMOISTURE. Silk Press Conference.
SheaMoisture was launching a new product that was going to help the girlies achieve salon-quality silk presses, but at home! What better way to announce the product than with a (silk) press conference. Geddit? Cause... y’know, silk press... silk press conference... Yeah you get it.
This project was a doozy. What started out as a campaign with a 90-second spot and a handful of supporting assets became a robust, social-forward world with two dozen additional pieces of content.
The hero film received over 50k+ comments on social, including famous faces like 90s basketball star Lisa Leslie and vegan internet darling Tabitha Brown. Seeing Tabitha Brown appreciate my work has unironically been my biggest “Mama I Made It” moment so far.
Gravity Road Creative Team: Kristina Morris, Sophie Cullinane
SheaMoisture was launching a new product that was going to help the girlies achieve salon-quality silk presses, but at home! What better way to announce the product than with a (silk) press conference. Geddit? Cause... y’know, silk press... silk press conference... Yeah you get it.
This project was a doozy. What started out as a campaign with a 90-second spot and a handful of supporting assets became a robust, social-forward world with two dozen additional pieces of content.
The hero film received over 50k+ comments on social, including famous faces like 90s basketball star Lisa Leslie and vegan internet darling Tabitha Brown. Seeing Tabitha Brown appreciate my work has unironically been my biggest “Mama I Made It” moment so far.
Gravity Road Creative Team: Kristina Morris, Sophie Cullinane
