"Amplifying Black joy isn’t about ignoring our collective challenges—it’s about embracing our power to create moments that inspire, connect, and uplift."

At Essence Festival, I partnered with Coca-Cola to bring the brand’s “Real Magic” philosophy to life. Through a bold blend of cultural insight, storytelling, and activations, we celebrated the vibrancy of Black women and their communities, positioning Coca-Cola as a champion of joy, empowerment, and connection.

Key Highlights

Joy as a Strategy

Essence Festival became a sanctuary for celebration. From immersive activations like Joyland, which welcomed over 45,000 attendees daily, to moments of refreshment with Coca-Cola Zero, we created spaces where Black women could pause, reconnect, and rejoice.

Empowering Through “If Not for My Girls”

We launched a community-first initiative that celebrated sisterhood and entrepreneurship. With a reach of over 9.7M impressions and 100% positive sentiment, it wasn’t just a campaign—it was a movement.

Centering Culture in Every Detail

By embracing the ethos of Afrofuturism and featuring icons like Janet Jackson and Gabrielle Union, the festival became a stage for Black excellence. From art and music to panel discussions, every activation amplified stories that honored the past, celebrated the present, and envisioned a brighter future.