This brand film was created for P&G’s new haircare line My Black Is Beautiful.

We wanted to create a conversation around what it means to be “unbecoming.”

Through the process of haircare, we reimagine routine as ritual. A chance for us to untangle any limiting beliefs through reflection. We wanted to show undone Black hair in a way that was celebrated.

Ultimately, we walk away knowing that the process of unbecoming expectations placed on you from the outside & embracing your truth is the most beautiful thing you can do.