Originally the concept was focussed solely on hair and the meaningfullness of Black hair, past, present, future. After pitching this concept, we were soon tasked with evolving it further to broaden the visual stories away from just hair. Sandy Christ, had found our advertisement for an illustrator via Arts Temps, and joined us soon after this. Showing hands in action and highlighting them was a great addition Sandy bought to the concept. This idea helps unify the set of illustrations; the campaign now shows hands in action — braiding hair, protesting and enjoying food.
We knew we wanted to work with an illustrator for this concept. This is a sensitive subject area and we felt that we could be more expressive and hopefully resonate differently working with illustrations. It was really important for us to collaborate with someone who had a lived experience of the messages we were hoping to convey. Working with Sandy was a real pleasure. Right from our first meeting, through to the final delivery Sandy brought a great creative energy, an openness and a wealth of ideas. We highly recommend Sandy and really welcome the opportunity to collaborate again in the future.
We hope we achieved what we set out to do with this campaign, and we look forward to continue celebrating our Black community not just for October, but beyond.