19th & Park Produces Knockout Campaign for DevaCurl

Creative marketing and production company 19th & Park produced a new campaign for hair care company DevaCurl. “Curl Knockouts” aims to showcase the joy and celebration associated with embracing your curls while reinforcing DevaCurl’s place as a leader in the curl category. The campaign launched on July 1st, across social media, digital, and in stores. 

19th & Park led the creative development and production of photo and video deliverables for the campaign, which highlights DevaCurl’s brand portfolio and the conversations it aims to lead at the intersection of race and hair.

Featuring a playful theme of celebration, the campaign will see 19th & Park deliver 13 key photographs – each centered on DevaCurl’s objective of encouraging new and existing curly consumers to “Live Their Curls” via their best-in-class products for all curl types.

For the shoot, 19th & Park cast a diverse group of models representing a wide range of distinct hair textures and skin tones and brought on longtime collaborator and renowned lifestyle photographer Andre Perry to helm the shoot. 

“We were always in sync with DevaCurl from a creative and execution standpoint, which allowed for transparency and fluidity throughout the entire process,” explains Rachael Hardy, 19th & Park Creative Director. “Age and body diversity are very important to them and they leaned on our expertise in working with women and models of color. Some of the models were fans of DevaCurl’s products, so it was really helpful to have that familiarity with the brand itself.” 

“When it comes to a product that allows individuals to be their best – in this case, with their natural hair – it’s something to be celebrated, especially since it hasn’t been historically,” adds Perry, who has shot campaigns for Target, AT&T, Walmart, Facebook, Men’s Health, Nike, and PUMA. 

“DevaCurl has an extremely clear vision of their brand, and this campaign was no exception,” concludes Hardy. “We appreciate how welcoming they were to our team’s ideas to elevate the campaign through every detail, from start to finish. That’s where we excel at 19th & Park.”

 

Client: DevaCurl

VP, Marketing: Ana Maria Alonso

Sr. Director, Brand Marketing: Malek Varano

Sr. Manager, Brand Marketing: Joy Rashnavad

Art. Director: Tia Strandfeldt

Dir. Of Education Development: Sid Ra’oof

Production Company: 19th & Park

Co-Founder & CEO: Whitney Headen

Co-Founder & President: Tahira White  

VP, Brand Integration: Cieja Springer

Creative Director: Rachael Hardy

Executive Producer: Monica Victor

Head of Production: Morgan Saunders 

Senior Producer: Sandra Miller

Director of Account Management: Markia Erickson

Head Of Project Management: Leslie Alexander

Sr. Production Project Manager: Kelly Yamamoto

Account Manager: Tahnyl Jordan

Graphic Designer: Shannaine Franklin

Photographer: Andre Perry            

1st AC: Daniel Vanderdeen

2nd AC: Silas Vassar

DIGI Tech: Brian Von Glahn

Director / Director of Photography: Shane Augustus

1st AC: Jordan Campbell

Gaffer: Bertram Knight

Key Grip: Gabe Tinoco

Lead Hair Stylist: Nidiyah Salahuddin

Assistant Hair: Madison Suliva

Make-Up Artist: Jaleesa Jaikeran

Assistant Make-Up: Linda Charles

Wardrobe Stylist: Dom Alexander

Wardrobe Assistant: Danita Bethea

Stylist Intern: Iyanla Mosley-Thomas 

Covid Compliance Officer: Clara Ali

Production Assistant - Set: Jazz Sizemore Hoskins

Production Assistant - Set: Jadier Rojas

Production Assistant - Set: Morgan Farruya

Talent: Alli Silva

Talent: Eileen Matias

Talent: Karina Matos

Talent: Robyn May

About 19th & Park:

19th & Park is a creative marketing and production company that specializes in a modern integrated approach to the execution of creative content, digital strategies, experiential, and new media innovations. Founded by Whitney Headen and Tahira White, the 100% Black woman-owned company has partnered with some of the world’s most notable brands, such as Nike, Chase, PUMA, Netflix, and Unilever, among others. The company puts the creative process in the driver’s seat, developing influential programs that resonate with cross-cultural, cross-generational audiences.