Centering Black-owned brands through an editorial lens
ROLE
Art Director
Art Direction · Campaign Design · Digital Design
Background
Google partnered with Fifteen Percent Pledge for Black History Month to spotlight Black-owned businesses and the founders behind them, connecting editorial storytelling with Google’s shopping platform.
The campaign needed to celebrate each brand on its own terms while creating a cohesive visual world across social and digital.
Concept
I developed a shadowbox-inspired visual system designed to frame each product as the focal point, drawing viewers in through depth, shape, and perspective without overpowering the brands themselves.
Each set was constructed from layers of 3D-cut wood and continuous lighting, creating a tactile, dimensional world that could shift around each featured product.
Digital Extension
The campaign moved from social into a shoppable microsite, carrying the same visual language into an editorial experience featuring each business, its founders, and accessible paths to shop the products.
This connected storytelling and commerce without reducing the businesses to product listings.
