Shea Moisture
Overview
Reel Recognize Real is my answer to the creative possibilities opened by the strike, a series of social first commercials imagined as cultural love letters. Each short pairs a beloved Black brand with an iconic Black film, creating a visual homage that highlights the brilliance of Black innovators while showcasing emerging Black talent in front of and behind the camera. Spanning food, fashion, sport, beauty, and jewelry, these five pieces shine a spotlight on culture and remind us that great brands, like great films, stay with us long after the credits roll.
This commercial pays homage to Shea Moisture, founded in 1912 by Sofi Tucker and built on a legacy of handcrafting products with raw shea butter. Today, Shea Moisture Men continues that tradition, honoring history while reinvesting in Black communities with every purchase.
Paired with How to Be a Player, the spot mixes comedy and romance to explore themes of growth, relationships, and self awareness. Just as the film pokes fun at the pitfalls of the player lifestyle, the brand offers a new path, one rooted in care, respect, and accountability.
Status
Each spot in the Reel Recognize Real series has been released across social platforms and has already sparked brand outreach and support. The series has positioned itself as both a celebration of Black culture and a showcase of emerging Black talent, proving that social first commercials can resonate with audiences and brands alike. Reel Recognize Real continues to build momentum as a proof of concept for future branded collaborations.
