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Proctor & Gamble

The Look

The Challenge – P&G has long championed diversity and inclusion, and with ‘The Look,’ aimed to highlight the subtle but impactful ways Black men in America are othered through everyday glances. These fleeting interactions—in elevators, restaurants, or neighborhoods—serve as constant reminders of being perceived as outsiders. By bringing these often-overlooked moments to light, P&G sought to spark meaningful conversations around racial bias and perception.

The Insight – Procter & Gamble aimed to confront issues of race, perception, and belonging through a campaign designed to foster empathy and understanding. The strategy centered on the power of storytelling to vividly portray everyday experiences of bias, sparking reflection and meaningful conversations around these often-overlooked moments. By bringing these interactions to light, the campaign sought to create a lasting impact on how society perceives and engages with issues of racial bias.

The Solution – As the creative lead, I, along with my team at Saturday Morning, developed ‘The Look,’ a thought-provoking campaign deployed across digital, social, and TV channels. Through poignant, everyday scenarios, we illustrated the subtle yet significant ways Black men are othered. By depicting simple but powerful moments of being perceived as outsiders, our narrative aimed to resonate deeply, fostering empathy and sparking honest dialogue about race.

The Impact – ‘The Look’ struck a chord with audiences, generating over 15 million views and igniting widespread conversations on social media about race, perception, and belonging. The campaign caught the attention of influential figures like Oprah Winfrey and received extensive media coverage from outlets like The New York Times, Adweek, and CNN. It was honored with a Silver Lion at Cannes Lions for its bold storytelling and was praised for challenging perceptions, creating a lasting platform for important conversations about race in America.

Behind the Scenes

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Client: Proctor & Gamble

Role: Executive Creative Director