ROLE
Art Director

CLIENT
BET Media Group

SCOPE
Holiday Brand Campaign

CHANNELS
Key Art • Digital • Print • Broadcast

TEAM
Animator: Jun Lee
Designer: Alysson Castro

brief

Wrapped in Black was BET's first holiday campaign, created to celebrate Black culture while deepening audience connection during the holiday season. Through storytelling, partnerships, and community initiatives, the campaign reframed the holidays as a celebration of Black legacy, creativity, and influence across food, fashion, art, and music. It also spotlighted the economic impact of Black consumers during one of the year's most significant retail periods.

The holidays, wrapped in Black culture.

solution

I led the campaign’s look and feel, developing typography, the holiday logo lockup, broadcast style frames, print materials, and a shared design toolkit that could be used across all deliverables. I built on BET’s existing identity, adapting its bold color palette, graphic panels, and patterns into a festive visual system. The toolkit gave teams a consistent design foundation across broadcast, print, and live experiences.

activations

The wider campaign team brought the celebration to life through holiday cooking videos, an Apollo pop-up featuring Jacquees, local business partnerships, and fan trivia. My contribution focused on the visual identity supporting these experiences; programming and production were handled by the broader team.