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Production company Hayden5 recently teamed up with Phenomenal, a female-driven media brand and creative agency dedicated to underrepresented communities, to create and finance “Own Your Crown,” a PSA celebrating National CROWN Day on July 3rd. Conceived as part of a larger initiative by Phenomenal to extend the national day into CROWN Month through the month of July, the PSA is a poetic tribute to the legacy, rituals, and strength of Black women and their hair.
The CROWN Coalition, an alliance of organizations, including founding members Dove, National Urban League, Color Of Change, and Western Center on Law and Poverty, declared July 3rd as National CROWN Day last year to mark the one-year anniversary of the CROWN Act (“Creating a Respectful and Open World for Natural Hair”), which ensures protection against race-based hairstyle discrimination in the workplace and public schools.
Directed by JJ Anderson, “Own Your Crown” (:60) portrays Black hair as a representation of intergenerational power through a revolving sequence of various women fashioning their textured crowns -- from braids and locs to twists and knots. A moving poem, written by Yazmin Monet Watkins, reinforces the PSA’s message of empowerment and self-love around the authentic Black experience of hair.
Working closely with Phenomenal Founder and CEO Meena Harris and Head of Partnerships Samantha Shipp Warrick, and JJ Anderson, they cast the spot primarily with real women representing the Black communities of Los Angeles. They extended the local spirit to the shoot, which took place at an Inglewood-based salon, and featured Black hair products from local favorite Bephies Beauty Supply, with owner Beth Birkett providing the products for use as props in the spot.
“Meena and Samantha were incredible collaborators and we all rallied around this important message of feminine strength and identity,” concludes Dion Matthews, Hayden5 Producer. “At Hayden5, we love when our ideas and creativity get to serve a larger purpose, so needless to say, we were thrilled to help support the Phenomenal mission to extend the CROWN Act.”
In addition to the PSA, as part of the month-long CROWN campaign, Phenomenal and its like-minded brand partners have organized a number of initiatives and events:
A four-part conversation series with thought leaders exploring the personal and professional barriers experienced by Black women concerning their hair, the progress made in the last five years in both policy and hair products, and to discuss how society can improve the work-identity journey for all. Guests include Hannah Diop, Founder and CEO of Sienna Naturals, Meena Harris, Founder and CEO of Phenomenal, and more.
A product collaboration with Bephies Beauty Supply on a limited-edition “Crowning Glory” tee featuring iconic black hairstyles. $110, available at phenomenalwoman.us
Video Agency: Hayden5
Production & Post: Hayden5
Director: JJ Anderson
Narration & Original Poetry: Yazmin Monet Watkins
Producers: Stephanie Gaweda, Ken Morris, Dion Matthews
Account Producer: Sara Beamish
Director of Post Production: Melissa Balan
Post Producer: Tiffany Brathwaite
Director of Photography: Natalia Moscoso
Hair Stylist: Jacqueline Delaney
Production Designer: Lee Yaniv
Wardrobe Stylist: Natellie Cate
Hayden5 is a production company specializing in curated crews and production logistics around the world. It has dedicated pillars for post-production, original content, and proprietary production software. Crew+ brings remote viewing to all Hayden5 collaborators and clients.