As part of Sundial Brands' national relaunch of Madam C.J. Walker Beauty Culture with Sephora, my company was engaged to design a brand campaign that went beyond previous efforts which wagered that the first Black woman millionaire's story alone could ignite passion. Instead, we were tasked with transforming disengagement.

Our solution was a turnkey, interdisciplinary, multi-level campaign designed to reanimate Walker as a living archetype through immersive, participatory frameworks.

Over six months, we deployed an #ICanSheDid viral social media campaign, short film vignettes, curated panels, red-carpet activations, and pop-up events that invited proximity, authorship, and encounter, making Madam relevant, relational, and embodied by contemporary women. My role held both vision and execution: conceptualizing and architecting the campaign narrative, commissioning artists, overseeing tech builds, hiring creative teams, and directing across film, web, and live production.

The brand activation created an ecosystem of encounter that located Madam's spirit in living women and, critically, drove consumer engagement - not because we simply honored Walker's legacy; we activated it, proving historical icons become living blueprints when design transcends admiration to identification.