For the launch of her ethically diversion beauty collection founder of Uoma Beauty, Sharon Chuter went to Spring Studios to develop all her branding needs. It would appear that the partnership was fruitful as she continued to team with the integrated communications agency to create the brands’ launch film, website, and digital assets.
Taking cues from Chuter’s African heritage Spring Studios creative director James Barnfield and art director Andrew Baker enlisted director Alabi Meji and one of The Impression’s 50 Ones to Watch, photographer Nadine Ijewere to create film and image tools to get the brand off the ground.
Inspired by the Afropolitan DNA of the brand, the team headed to Nigeria’s largest city, Lagos, to capture a breath of talents of all color, to ‘Join the Beautiful Uprising’ campaign. South Sudanese–born Nyakim Gatwech; hijab fashion pioneer Halima Aden; Akira Reid; Madeline Hulme; Anja Konstantinova; Aduke Shitta-Bey, Rebecca Fabbunmi, and Afropolitan influencers Ivy Coco, Deddeh Howard and Nana Yas Are, all participated in the film and shoot.
Opening with Malcolm X’s famous line, “Who taught you to hate yourself from the top of your head to the soles of your feet?’ Nigerian-born London-based director Alabi Meji fused references that pay homage to the past and showcase the dynamic Afropolitan culture shaking up the world today.
It was important for me to not only talk about inclusivity but showcase this from the perspective of owning your identity and this is why I celebrate my heritage in the creative aesthetic of the brand. Selecting the right agency partner to tell this story was very difficult. I needed a team that could truly distill the essence of the brand and deliver not only impactful creative but one with meaning at the forefront.
– Sharon Chuter, Founder Uoma Beauty
To help drive home that impact and inclusive idea of beauty, as well as Uoma Beauty’s 51-shade foundation collection, up-and-coming London-based photographer Nadine Ijewere took to the location to embrace color both figuratively and literally. The result is a campaign that is full of energy and positivityiy.
Uoma Beauty Creative Director | Sharon Chuter Agency | Spring Studios Creative Director | James Barnfield Art Director | Andrew Baker Director | Alabi Meji Photographer | Nadine Ijewere Talent | Nyakim Gatwech, Halima Aden, Akira Reid, Madeline Hulme, Anja Konstantinova, Aduke Shitta-Bey, Rebecca Fabbunmi, Ivy Coco, Deddeh Howard &Nana Yas Are Copywriter | Andreia Pedro Group Account Director | Sasha Young Strategy | Sally-Anne Limb Agency Producer | Morwenna Cobbold Producer | Jimi Adesanya, JM Films Location | Lagos, Nigeria