SHEAMOISTURE MEN NO ROUGH DAYS CAMPAIGN
OVERVIEW
The partnership between SheaMoisture and MACRO at Sundance stands as a powerful collaboration rooted in a shared mission—elevating underrepresented voices and creating meaningful opportunities for marginalized communities. By bringing these two influential brands together, we crafted a space where Black creatives in film and beauty could not only be seen but truly celebrated.
At the heart of this partnership was the natural synergy between the brands’ founders—Charles D. King’s commitment to amplifying Black storytellers and SheaMoisture’s dedication to economic empowerment and cultural impact. Together, we transformed Sundance into more than just a festival; we created a sanctuary for connection, conversation, and celebration. Through our sponsorship and strategic activation, we ensured that SheaMoisture’s presence wasn’t just visible but deeply felt, reinforcing our commitment to community and creativity.
A PARTNERSHIP IN ACTION
This collaboration came to life through:
A high-profile panel hosted by SheaMoisture’s CEO, featuring A-list celebrities and industry leaders.
Product integration throughout the event, ensuring an immersive brand experience.
Strategic branding, including logo placement in key event spaces and digital platforms.
Exclusive SheaMoisture gift bags, reinforcing the brand’s presence and connection to attendees.
Earned media coverage and social content, amplifying our impact beyond Sundance.
By bridging the worlds of film and beauty, this partnership exemplified what’s possible when two brands align with purpose. Together, SheaMoisture and MACRO didn’t just show up—we set a new standard for brand collaboration, proving that when we invest in culture and community, we create lasting change.
ROLE
Strategic Partnership Development, Brand Collaboration, Event Sponsorship & Activation, Community Engagement, Diversity & Inclusion Advocacy, Experiential Marketing, Celebrity & Influencer Engagement, Product Integration, Brand Visibility & Positioning, Cultural Impact & Storytelling, Audience Experience Design, Industry Networking & Relationship Building
