19th & Park Inc.

Our co-founder and President Tahira White shared her thoughts on the lack of "newness" coming out of the Super Bowl and we couldn't agree more. What were your thoughts on the biggest night in advertising? Any standouts, favorites or feedback?

We’re honored to partner with Mielle Organics on the launch of their groundbreaking Kalahari Melon & Aloe Vera Collection! The process behind this campaign was intentional. From concept to execution, every decision reflected Mielle’s unwavering commitment to creating products that address the unique needs of Black hair through scientific innovation and an empathetic lens. To bring this vision to life, we knew it was imperative to assemble a team that understood the assignment. A team that recognized the challenges of maintaining moisture for Black hair—especially 4c textures—and celebrated the joy, camaraderie, and sisterhood that comes with discovering the perfect product. Our social-first creative strategy focused on meeting consumers where they naturally connect, ensuring every element felt relatable and conversational. We prioritized representation and authenticity throughout every step of the process, from casting a lead with 4c hair to assembling a production team led by women of color. Every detail, from the visuals to the messaging, was crafted to connect with the community in meaningful and relatable ways. This intention also extended to every aspect of the execution and production. Choosing Sage East as the director and Jessica Pettway as the photographer were deliberate decisions to ensure the story was told through an authentic and culturally rich lens. Their vision and leadership brought the narrative to life in a way that reflects the beauty and versatility of Black hair. The foundation of this work was built on shared journeys—the idea that finding a solution often inspires you to bring your community along for the ride. This isn’t just a campaign—it’s a celebration of culture, community, and Mielle’s legacy as a trusted leader in Black hair care.  Thank you to our amazing partners- Noelle Roberts & Omar Goff Thank you to our fantastic team! Head of Strategy: Elisa Peebles Strategy Director: Whitney Keller Group Creative Director: Marsha Chandy Art Director: Rachel Topping Copywriter: Nina Austin Jr. Designer: Jarrett Lampley Head of Production: Michael Belmonte Executive Producer: Autumn Hymes Sr. Producer: Clenton Hollinger Production Manager: Denise Savas Production Coordinator: Britney Ferguson Post Production Supervisor: Raqi Lily Post Production Assistant: MyLinh Bender Account Manager: Denice Pigott Account Coordinator: Taylor Martin Director: Sage East Photographer: Jessica Pettway DP: Sade Ndya

We are proud to have developed and produced this campaign with an incredible client team and our partners at Allday!