MyBrownBox #mYmagicis campaign
MyBrownBox, a digital lifestyle platform for women of color commissioned The Art Direction to help produce a film that would explore and celebrate the diversity of black girl "magic" through the lens of influential women.
In addition, the brand sought to leverage its highly engaged social media community to give them a platform to share their distinct voices. At the center of the campaign-turned-movement was the microsite mymagicis.com, integrating user generated content that made the user the star. On the website, women could upload an image and insert phrases that they could then share on social media.