PROJECTS
PROJECTS
Dark & Lovely:
Main Character Energy
Leading the creative direction for the Dark & Lovely brand since 2023, I was tasked with creating a brand sizzle concept that incorporated recent campaigns as well as campaigns that predated my time with the brand from 2021. This sizzle showcases the endless possibilities of hair color while embodying ‘Main Character Energy’, a concept urging our audience to take center stage in their lives.
(Editor Credit: Travis Lee, Agency: Prime Content)
Dark & Lovely x
Immersive Bolds Collection
In 2024 hair color heritage brand Dark & Lovely launched three vibrant shades for their Immersive Bolds collection. As the content lead, I was tasked with the conception and art direction of a video ad campaign promoting the new shades while leaning into the brand’s initiative to highlight women of color and textured hair representation in the gaming space.
(Video Credit: Julian Velez, Storyboard Design/BTS Capture: Zula Blair, Editor: Justin Waaland)
Carol’s Daughter x Goddess Strength Smooth & Shape Balm
In 2024 Carol’s Daughter launched a new product within their ever popular Goddess Strength collection: the Smooth & Shape Balm. As the content lead, I was tasked with the conception and execution of video and photo campaigns to emphasize the hair smoothing benefits of the product, used to execute sleek styles with a 24-hour matte finish hold.
(Video Credit: Pepi Kokab, Photo Credit: Tayo Kaku Jr., Product in Motion: Peter Rosa)
Carol’s Daughter x Goddess Strength 7 Oil Blend
Upon starting my role as the Content Lead on the Carol’s Daughter Global Marketing team, I was charged with creating a campaign (consisting of organic/paid video and photos) for a best selling product in the Goddess Strength collection: The 7 Oil Blend Hair & Scalp oil. Leading the project from concept to execution, my goal was to captivate new audiences for the pinoneering haircare brand—speaking to men, and consumers with locs and protective styles while leaning into mystical storytelling and humor.
This is my first (beauty) ad campaign EVER. (Video Credit: Jadzia Erskine, Photo Credit: Valerie Anselme)
Paid Media Ads
Each paid ad features a focal message: 1. Performance, 2. Application across multiple hair textures, 3. Ingredients, 4. Men’s focus, and 5. Before/After Transformations.
Dark & Lovely: Hair Color How-To Guide
Leading the creative direction for my first asset for Dark & Lovely, I was tasked with creating a guide for consumers interested in using Black hair color. Having locs myself, I was aware of how the sun can naturally bleach locs, and the preference for some to keep their locs as dark as possible—-leading me to choose a model with this style and texture—-a first for the brand. (Video Credit: Julian Velez)
Jargon Shop (feat Spice)
While at VH1, I orchestrated a team of six talented social media managers and coordinators, leading strategy for Love & Hip Hop. I was tasked with promoting an upcoming season of the Atlanta franchise, which had recently added dancehall icon, Spice to its cast. Inspired by accent challenges on Youtube, I pitched this concept and co-produced this video which garnered 1.8M views on Facebook in 24 hours. Today this video has gained over 6M+ views across Facebook, Twitter, Instagram and YouTube.
Ricardo…on the Red Carpet
Here are a few of my first on-screen interviews as a Digital Producer at TV One:
Digital Series: 90s on the 80s
While at TV One, I shot and produced a 3-part digital series in support of Unsung, a hit music documentary series at the network. My take included gathering all of the millennials at the network for a comedic review on iconic artists in Black music culture.
Compilations: Hollywood Divas
Every show has a break-out star. For TV One’s Hollywood Divas, those shining lights are Countess Vaughn and Golden Brooks. Enjoy their most memorable and hilarious moments below.
Reunion Recaps: Hollywood Divas
Re-live all of the juiciest moments from the Hollywood Divas reunion.