Hayden5 produces CROWN day PSA celebrating Black hair
Conceived as part of a larger initiative by Phenomenal to extend the national day into CROWN Month through the month of July, the PSA is a poetic tribute to the legacy, rituals, and strength of Black women and their hair.
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Production company Hayden5 recently teamed up with Phenomenal, a female-driven media brand and creative agency dedicated to underrepresented communities, to create and finance Own Your Crown, a PSA celebrating National CROWN Day on July 3rd.
Conceived as part of a larger initiative by Phenomenal to extend the national day into CROWN Month through the month of July, the PSA is a poetic tribute to the legacy, rituals, and strength of Black women and their hair.
The CROWN Coalition, an alliance of organisations, including founding members Dove, National Urban League, Color Of Change, and Western Center on Law and Poverty, declared July 3rd as National CROWN Day last year to mark the one-year anniversary of the CROWN Act (“Creating a Respectful and Open World for Natural Hair”), which ensures protection against race-based hairstyle discrimination in the workplace and public schools.
Directed by JJ Anderson, Own Your Crown (:60) portrays Black hair as a representation of intergenerational power through a revolving sequence of various women fashioning their textured crowns, from braids and locs to twists and knots. A moving poem, written by Yazmin Monet Watkins, reinforces the PSA’s message of empowerment and self-love around the authentic Black experience of hair.
Credits
powered by
- Agency In-House
- Production Company Hayden 5
- Director JJ Anderson
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Credits
powered by
- Agency In-House
- Production Company Hayden 5
- Director JJ Anderson
- Producer Dion Matthews
- Producer Sara Beamish
- Post Production Hayden 5
- Director of Post Production Melissa Balan
- DP Natalia Moscoso
- Production Designer Lee Yaniv
- Post Producer Tiffany Brathwaite
- Voice Over Yazmin Monet Watkins
Credits
powered by
- Agency In-House
- Production Company Hayden 5
- Director JJ Anderson
- Producer Dion Matthews
- Producer Sara Beamish
- Post Production Hayden 5
- Director of Post Production Melissa Balan
- DP Natalia Moscoso
- Production Designer Lee Yaniv
- Post Producer Tiffany Brathwaite
- Voice Over Yazmin Monet Watkins
Working closely with Phenomenal Founder and CEO Meena Harris and Head of Partnerships Samantha Shipp Warrick, and JJ Anderson, they cast the spot primarily with real women representing the Black communities of Los Angeles. They extended the local spirit to the shoot, which took place at an Inglewood-based salon, and featured Black hair products from local favourite Bephies Beauty Supply, with owner Beth Birkett providing the products for use as props in the spot.
“Meena and Samantha were incredible collaborators and we all rallied around this important message of feminine strength and identity,” concludes Dion Matthews, Hayden5 Producer. “At Hayden5, we love when our ideas and creativity get to serve a larger purpose, so needless to say, we were thrilled to help support the Phenomenal mission to extend the CROWN Act.”
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