BLACK GIRLS ROCK!

CREATIVE DIRECTOR / DIRECTOR

Creative Strategy · 360° Campaign Development · Art Direction · Promo Direction · Experiential Design · Live Event Creative · Branded Content

THE BRIEF

A movement, not just an awards show.

Created by Beverly Bond, BLACK GIRLS ROCK! is an unapologetic celebration of the brilliance, beauty, and boundless possibility of Black women and girls.

As an in-house Creative Director at BET, I was responsible for translating the show's evolving annual themes into distinctive creative campaigns spanning broadcast, digital, social, out-of-home, and live experiences.

The ambition was always greater than promoting an awards show. It was to speak directly and powerfully to Black women and girls, affirming their place in the world while creating a cultural celebration unlike any other.

THE PROCESS

LEGACY

We are the sum of the women who came before us—and the beginning of what comes next. For the 2019 campaign, I centered the creative vision around LEGACY: honoring generations of Black women who shaped culture, challenged injustice, built communities, and cleared the path for those who follow.

I developed a visual language rooted in collage. Torn edges, layered textures, archival references, and fragments of imagery converged to represent the many facets of Black womanhood. Individually powerful. Together, something greater.

Flowers became a gesture of gratitude—a symbolic offering to the women who came before us.

The campaign was both a tribute and an invitation, celebrating the architects of our collective history while encouraging a new generation of Black women and girls to trust their own light.

As Creative Director, I led a multidisciplinary team across concept development, art direction, styling, photography, talent shoots, motion graphics, and live-event extensions. I also personally directed multiple spots for the 2019 Legacy promotional campaign.

Backstage at the taping of the show, we created an immersive activation for show talent and distinguished guests to engage with and later post on social. We called it: The Crown Walk.

Our fierce host Niecy Nash embodied the central message with grace and power.

The promo campaign.

The stage + live activations

THE PROCESS

ROYALTY (CREATIVE DIRECTOR)

We Are Royal.

The 2018 campaign was a call for Black women to recognize and claim their inherent majesty.

Inspired by James Baldwin's powerful reminder that our crowns are already bought and paid for, I developed a creative vision that celebrated the inherent majesty of Black women. Fierce, fly, unapologetic, and effortlessly regal, ROYALTY was a rallying cry to recognize and claim our power.

With the iconic Queen Latifah as host, we built a bold, multidimensional campaign that carried this spirit from on-air promos and visual design into the live stage show and experiential activations.

On a personal note, this was my absolute favorite campaign in my portfolio. The value and aesthetic alignment was divine.

As Creative Director for the 2018 BLACK GIRLS ROCK! ROYALTY campaign, I led a team of writers, producers, directors, art directors, graphic designers, stylists, and production partners to bring a singular creative vision to life. Working closely with founder Beverly Bond, BET leadership, and show producers, I oversaw a cohesive 360° campaign spanning on-air promos, photography, motion graphics, social content, stage-screen visuals, and experiential activations. From the broadcast campaign featuring host Queen Latifah to the backstage Crown Walk and audience-facing installations, we transformed the theme of ROYALTY into a bold, celebratory experience that extended far beyond the television screen.