Challenge

Real girls that had never been on camera with the experience of being bullied because of their natural or chosen hair style were ideal candidates for Dove’s Self Esteem Project featuring Kelly Rowlands. The list of nice to haves extended even further, with expert level dance or singing experience preferred - always a challenge without access to agency represented young model actors. Looking to represent real girls from different hair communities, we were in search of girls rocking Afro American hair both long and short and varying in curl tightness, Caucasian red and blond haired girls, those dawning unique short cuts or tomboy styles, girls with coloured hair and even bald heads. Naturally, this diversity extended across ethnicities and due to production and shoot locations, half of the girls were to be casted in New York with the other half castedin Toronto, leaving us to handle talent, parent and chaperone travel accommodations for rehearsals and shoots.

Challenge

Real girls that had never been on camera with the experience of being bullied because of their natural or chosen hair style were ideal candidates for Dove’s Self Esteem Project featuring Kelly Rowlands. The list of nice to haves extended even further, with expert level dance or singing experience preferred - always a challenge without access to agency represented young model actors. Looking to represent real girls from different hair communities, we were in search of girls rocking Afro

Challenge

American hair both long and short and varying in curl tightness, Caucasian red and blond haired girls, those dawning unique short cuts or tomboy styles, girls with coloured hair and even bald heads. Naturally, this diversity extended across ethnicities and due to production and shoot locations, half of the girls were to be casted in New York with the other half castedin Toronto, leaving us to handle talent, parent and chaperone travel accommodations for rehearsals and shoots.

Role

To cast real girls never before seen on camera with the experience of being bullied for their natural or chosen hair style who were also equipped with expert level dance or singing experience for a branded music video featuring Kelly Rowlands.

Outcome

An impactful campaign with well over 2.5M views that sparked meaningful dialogue about issues facing young women, and a life-changing experience for the young girls involved in the shoot who undoubtedly emerged with changed perspectives.