For UOMA Beauty’s audacious debut, we crafted a campaign that shattered conventions and redefined what beauty looks like. Inspired by founder Sharon Chuter’s Lagos roots, the campaign is a vivid celebration of Afropolitan beauty, captured through the lens of Nadine Ijewere and directed by Meji Alabi.
Shot in Lagos and featuring a dynamic cast of models from the diaspora, each frame embraced radical inclusivity and unapologetic expression. With James Barnfield’s creative direction and my art direction, we crafted vibrant, shifting backdrops that reflected empowerment, where every detail—from Nathan Klein’s styling to the interplay of light and shadow—evoked liberation and self-possession.
More than just a launch, the campaign stood as a bold manifesto: a beauty revolution where colour is the universal language and everyone is welcome. The work resonated with audiences globally, earning a Clio Award for its groundbreaking vision and striking execution. UOMA Beauty wasn’t just entering the scene—it was rewriting it.
