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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.
 

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