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MBIB | Seen, Not Simplified

Reaching Black women on HBCU campuses wasn’t the goal. Recognition was.

MBIB set out to connect with Black women in a way that felt affirming, layered, and real. The work needed to reflect lived experience, not reduce it.

The campaign was built around character, not category. We centered everyday moments that make up campus life: friendship, ambition, confidence, vulnerability, and pride. The creative direction treated hair and self-care as personal choices shaped by culture, routine, and self-expression.

Rather than pushing a single definition of beauty, the storytelling made room for multiplicity. Different textures. Different rhythms. Different ways of slaying the yard. The images were warm and intimate, with just enough attitude, designed to feel like recognition instead of instruction.

MBIB didn’t intend to tell Black women what to do. It showed up as a brand that platformed how they live, move, and care for themselves.

Agency: Burrell Communications
Creative Director: Lynn Pitts + David Harley
Art Director: Claudio Garcia
Producer: Tay Hawes Productions