Copywriting

SheaMoisture took to Essence Fest to debut their new campaign platform “Growth is the Best Kind of Beautiful”. To make this launch a massive success, they set up an experiential pop-up in the middle of NOLA called House of Hair. One foot off the plane, prospective guests were immediately met with messaging inviting them to the celebration. SheaMoisture lined the highway from the airport to the hotel district with billboards along with bus wrappers in the city center promoting the event. As the lead copywriter on this activation, I was responsible for all messaging related to this Essence Fest OOH campaign.