Storytelling & Creative Consulting
Black Beauty: The Blueprint
Personal care brand, SheaMoisture invited Genel to consult on their content tentpole strategy. As part of this, she drove the strategic development of Black Beauty: The Blueprint campaign which was adopted as a two-year initiative for the brand that will include grant programs, global experiential activations and more.
Genel interviewed the 11 talent featured in the hero video including Emmy award-winning stylist Zerina Akers, beauty editor Darian Harvin, celebrity hair stylist Ursula Stephens and other history-making Black women. She co-wrote the voiceover script performed by Tina Knowles Lawson (see the video to the right). Genel also supported the development of The Blueprint Grant Program which you can learn more about here.
Best Face Forward
SheaMoisture tapped Genel to write the script for their new Even & Radiant skincare social hero video. She developed the name for the campaign and performed the voice over narration for the social video.
We Are Here, We Are Hair
Genel consulted with SheaMoisture on their relaunch strategy campaign which was designed to introduce the brand to a wider audience and debut new packaging for their most popular products. Genel crafted the script for the social hero video.
‘Do You at Sundance
SheaMoisture and Genel collaborated to create a custom affirmation card deck. This was apart of the celebrity gifting suite for the sixth annual MACRO Lodge at Sundance, which hosted appearances by Meagan Good, Misty Copeland, directors A.V. Rockwell, Ryan Coogler, and more. Genel creative directed the design of the cards and oversaw their production.
Poetically Black
SheaMoisture and Genel partnered to celebrate Black women storytellers in a campaign called Poetically Black which featured custom social posts and a hero film. Genel also co-wrote the poem featured in the film.
Salon Series II
Genel directed the edit of SheaMoisture’s Salon Series II conversation with Tina Knowles Lawson and Beyonce’s long time hairstylist Neal Farinah. Genel also conducted the interview.