LET IT BE FREE
MIELLE ORGANICS
ROLE
CREATIVE DIRECTION/ COPY
BACKGROUND
Monique Rodriguez founded MIELLE in 2014 after her healthy, hair care regimen for her tailbone-length hair became somewhat of a craze among her social media followers. They focus on key ingredients that help grow and restore every hair type for every condition. From hair shampoo to oils, each ingredient is specifically made for different hair types. It has expanded to 10 collections, including products for skin and children.
MY CAMPAIGN
MIELLE focuses on using natural ingredients to cater to multiple different natural hair types. I wanted to have a stronger reach and show the importance of hair care within a national standpoint by incorporating U.S and world landmarks. This catches the audiences eye and brings the hsitory of black people and more importantly black woman to the forefront. I think these ads will spark conversation and bring confidence to the women of MIELLE. The campaign helps to bring visibility surrounding black women’s hair. My Campaign is “LET IT BE FREE”! The idea of untamed curls and coils responds directly to MIELLE’S Brand. It reclaims the beauty and freedom in our hair and MIELLE is there to support that journey!
BILLBOARD
STREET AD
MAGAZINE AD
SOCIAL POSTS
SHOWSTOPPER
MIELLE HAIR FASHION SHOW
THEME: FREEDOM
This will be a night of showcasing creative hairstyles, while also highlighting the benefits of using Mielle organic products. There will be an auction that allows for guests to bid on Mielle Product baskets. We would partner with Black owned fashion brands and black designers. All ticket sales and auction sales will go towards Mielle’s non profit. Mielle Cares, a non-profit providing resources and support to advance education and economic opportunities in Black and Brown communities.
