CREDITS
My Role: Associate Creative Director
MAKE BLACK HISTORY
In the wake of 2020’s racial reckoning, LIFEWTR committed to help dismantle systematic oppression by providing visibility and opportunity to Black creators. They made good on their promise in 2021 with the launch of Black Art Rising, a celebrity-hosted digital gallery celebrating Black artists.
For 2022, LIFEWTR asked the team at Ten35 to help the company take its impact further. We responded with a campaign that expanded the definition of “art” beyond the confines of fine art, highlighting makeup artists, cooks, dancers, and clothing designers as notable creators. We also celebrated digital art forms by featuring two up-and-coming NFT artists. To ensure that LIFEWTR’s commitment to diversity and artistic expression stayed top of mind for consumers, we launched the brand’s official TikTok account with the #BlackArtRisingContest, offering a grand prize of $1000 to twenty-five contestants.
Our launch video got the word out to artists and creators across multiple social channels, successfully launching LIFEWTR’s TikTok channel and garnering exposure for countless Black creators.
BLACK TRAILBLAZERS
To show how Black creators are driving culture, we tapped into the Black creator community and highlighted some pioneers and changemakers - Black TikTok Trailblazers! These creators served as our modern day ‘Rat Pack’, representing various passion points, identities, and cultural backgrounds. The Black Trailblazers created content, amplified other Black creators, lead panels, and were TikTok’s authentic voice for Black History Month.
BLACK FAMILY REUNION - VIRTUAL BLOCK PARTY
We created a block party in a virtual world - the Black Family Reunion for our Black creator community filled with programming, breakout sessions where they could connect directly with other creators based on their interests, chat virtually, interact with presenters, and more. We created a Black Utopia that was comprised of iconic Black American neighborhoods which also served as the locations for breakout sessions, networking, and programming.
We curated 8 hours of content which included: a session on mental health, TikTok best practices and user safety, a game of Black Card Revoked and a live performance and q+a with Rico Nasty.
KAYTRANADA - CAUTION
For Black History Month, Kaytranada debuted Caution on TikTok, an exclusive track, and I had the honor of creating the album artwork.
IT’S A CELEBRATION!
Our in-app culminated in a high profile live finale show featuring A-list music artists and three Black Trailblazers. The Make Black History Celebration was hosted by two Black creators, Challan and Karen Civil. Our spectacular hosts led engaging conversations with our Trailblazers and musical acts--Saweetie, Tyga, and Snoop Dogg.
The three artists brought our renaissance theme to life, representing the past, present and future of West Coast Hip Hop. From two production locations, we transported viewers into unique worlds for each artist. Each performance utilized surround LED screens and individualized sets to reimagine virtual concerts and create an immersive experience.
