Role: Art Director

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 developed the campaign's visual identity, creating a scalable design system that could extend across digital, out-of-home, on-air, and experiential touchpoints. Drawing from BET's core brand framework, the system combined rich tones from the Federal palette with the network's signature panel structures and graphic patterns, reimagined through a holiday lens.

The result was a vibrant, contemporary identity that felt festive without relying on traditional holiday clichés—maintaining a strong connection to BET's brand while establishing a distinctive seasonal presence.

campaign

activations

The campaign extended beyond traditional marketing into experiential and community-driven activations:

• Holiday Eats Video Series
  Inspired by BET+ holiday films (A Wesley South Africa Christmas, Style Me for Christmas, A Christmas Miracle), the series featured Chef Daron creating fun, approachable holiday meals designed to bring warmth and connection to the table.

• Hip-Hop Holiday Pop-Up
  A one-of-a-kind activation staged beneath the iconic Apollo marquee, featuring a live performance by Jacquees alongside holiday carolers — blending classic holiday traditions with contemporary R&B energy. Neighborhood Elves distributed treats from brand partners, including Cloudy Donuts.

• Fan Engagement Moments
  Festive trivia and interactive moments encouraged participation while generating social-first content designed to extend the life of the campaign across platforms.

Credits

Animator: Jun Lee
Art Director: Rebecca Wheatman
Designer: Alysson Castro