Brand:We The Culture Facebook Creative X Team: Andrea Mileskiewicz (CD), Joi’ Weathers (PM) Creative Partner: Game Seven x Off-site Works Director: Autre Fish. Role: Creative Director
I had the great privilege of serving as Creative Director on FB App's evergreen "My Black Feels..." campaign, that I was entrusted with shaping and guiding. "My Black Feels" is a campaign that was born out of an internal initiative that I spearheaded, in partnership with fellow Art Director, Maria Asare-Boadi.
Collaborating with Game Seven and Autre Fish, my role was to help guide their work to embody the spirit and essence of our evergreen campaign. Together, we embarked on a creative journey that sought to capture the heart of the campaign, by exploring the nuances and complexities of the human experience. With "My Black Feels Seen," we set out to shed light on small business owners in the vibrant community of Bushwick, by telling their stories with a focus on connection and belonging.
Our approach was to highlight not just the highs, but also the lows that we all encounter on life's journey, and how our community sustains us through these moments.
It was a true joy to uncover and share the unexpected truths of the people we encountered, as we aimed to tell their stories authentically, without any pretense or artifice. Our greatest challenge was to weave in the product seamlessly, without it overshadowing the personal stories we were sharing. We were able to find a unique way to showcase the stories of these business owners, by using the status feature to express how they processed their emotions, and connected back to the community for support and care. The beauty of this series lies in its sincerity and authenticity. We wanted to ensure that we didn't fall into the trap of creating something that was overly contrived or cliché. Rather, we endeavored to tell truths that are often left unsaid, like Stephania's candid confession that motherhood is "exhausting," but nevertheless rewarding. Similarly, we wanted to capture the essence of what it means to feel cared for and what success truly looks like, as expressed in Francesca's story.
