We teamed up with Mielle Organics to launch Curls Just Wanna Have Fun, a campaign that celebrates the power of healthy, moisturized hair to unlock creativity and confidence. This initiative reframes the conversation around natural hair, embracing joy, playfulness, and ease. Featuring the Kalahari Melon & Aloe Vera line, the campaign highlights how 5-day moisture simplifies everyday hair routines, allowing naturalistas to explore endless styling possibilities while feeling carefree and bold.

THE SWITCH UP

This spot chronicles a naturalista’s five-day hair journey, highlighting her bold and versatile style transformations made possible by Mielle’s Kalahari Melon & Aloe Vera line. From sleek wash-and-gos to playful bantu knots and carefree curls, she matches her looks to her daily adventures—capturing everything on social media where her followers cheer her on. This light-hearted demonstration of the “KMA Effect” drove home that with Mielle’s Kalahari Melon & Aloe Vera formula, every day is a new opportunity to switch it up.

Through fresh, uplifting storytelling, Curls Just Wanna Have Fun brings natural hair to the forefront as a symbol of individuality and empowerment. From spontaneous moments of sisterhood to scenes of expressive style transformations, the campaign illustrates the beauty of living life unapologetically. “Curls Just Wanna Have Fun” inspired women to enjoy their hair like never before—turning everyday routines into moments of freedom, fun, and self-expression.

Our core campaign was centered around the idea of imaginging what you could do with 5 days of moisture. To engage and excite influencers for the launch we created a hands-on challenge allowing them to experienced the incomparable benefits of Mielle’s Kalahari Melon & Aloe Vera line first-hand. Our custom PR box was designed as a 5-day interactive experience, with each day featuring a unique styling challenge paired with a premium surprise gift. This advent-style box invited influencers to immerse themselves in the product line while inspiring their followers to join in with their own 5-day vlog-style content.