CONTEXT

Wrapped in Black is the inaugural holiday campaign of BET, to foster community, purpose, and shared celebration. By blending impactful storytelling with community-driven initiatives and strategic brand partnerships, we aim to elevate presence, strengthen audience loyalty, and amplify a shared commitment to positive social impact. 

Holidays are a celebration of Black culture, legacy, and influence, expressed through food, fashion, art, and music. This campaign highlights the undeniable economic impact of the Black dollar during these times, supporting businesses that reflect our values. Wrapped in Black seeks to elevate these traditions and deepen connection to the culture.

role & responsibilities

Role: Art Director
Responsibilties: Designed the static visual system for on-air campaigns, including branding, color palettes, typography, and overall look and feel. Established the visual direction for animated assets and collaborated with motion designers to translate the style into dynamic on-air and OOH deliverables. Ensured a cohesive brand presence across all touchpoints through toolkit development.

design direction

The bold approach that drives the Wrapped in Black visual direction is inspired by the core principles of the BET brand guide. This direction leans heavily on the bold hues of the traditional Federal color palette while integrating the iconic panel approach and patterns. By weaving these elements into a holiday theme, we create a visually dynamic experience that feels fresh yet familiar. The campaign feels modern, true to the brand aesthetic, and vibrant.

activations

We kicked off the season with a series of Holiday Eats videos, drawing inspiration from some of your favorite BET+ holiday films: A Wesley South Africa Christmas, Style Me for Christmas, and A Christmas Miracle. Featuring the culinary talents of Chef Daron, we created three unique videos showcasing fun, easy-to-make holiday meals that will warm your soul and your table.

A hip-hop holiday pop-up like no other, staged under the iconic Apollo lights. Our special guest Jacquees will join our carolers to spread holiday joy, adding his signature R&B twist to some of your favorite holiday tunes. We’ll also have Neighborhood Elves in action to share holiday treats from our partners at Cloudy Donuts. 

Finally, fans engage in festive trivia while we capture content that will make your season bright.

credits

Animator / Jun Lee
Creative Director / Nia Lawrence
Design Team / Alysson Castro

©BET Networks, Paramount Global