Essence and Pinterest came together to launch Hair 4 U, a campaign spotlighting the beauty, versatility, and personal stories behind Black hair. The City Unlimited was brought on to produce an emotionally resonant short film centered on Whitney Johnson, an Essence Sales Planner, as she prepared to celebrate a milestone 30th birthday with a transformative new look. The challenge: tell a relatable story of change and self-expression that highlighted Pinterest’s inclusive beauty search tools in a natural, powerful way.
THE DELIVERY:
From creative development to final cut, The City Unlimited produced a docu-style branded piece that captured the joy and vulnerability of reinvention. With guidance from celebrity stylist Rasheena Liberté, Whitney used Pinterest to find hair inspiration that reflected her texture, tone, and personal style. The resulting film wove together intimate interviews, behind-the-scenes glam moments, and Essence’s signature editorial tone. The final piece lived across Essence and Pinterest platforms, helping redefine what inclusive beauty storytelling can look like.
