AFRICAN PRIDE x BET SOUL TRAIN AWARDS TUNE-IN CAMPAIGN

—BET Soul Train Awards x African Pride x LeToya Luckett

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My Role: Creative ideation, creative concepting, copywriting.

Objective: build awareness around African Pride and the brand’s sponsorship of the Style Stage at this year’s BET Soul Train Awards. Create content that drives tune-in to the Style Stage, brought to viewers by African Pride — celebrating Style, Self Expression and Soul.

Creative Strategy: Cast fan-favorite talent. LeToya Luckett, to take viewers through a visual timeline of iconic African-American hairstyles on the Soul Train Red Carpet, all made possible by African Pride. We featured Luckett in a mini-history video and photo series, designed to build excitement and anticipation for some of the year’s biggest style moments — happening on the Style Stage.

Delivered Assets: Hero video (:60), video cutdowns (:06, :15), BTS photos.