The Challenge: Unilever brand Shea Moisture Men needed a way to speak directly to its audience in a new way that would set it apart from the growing number of copycat brands.

The Approach: Freedom & Coffee's founder Dom was both filmmaker and strategist, bringing the brand's rough concept to life by developing, writing and directing a full series of videos that spoke not to product claims or brand promotion, but instead to the deepest core of the core audience: love. The resulting series, Black Men Love, was broadcast across Shea Moisture Men's channels and integrated into its community events.

Results: Not only did Black Men Love give voice to a historically silenced subject, but the campaign quickly gained critical acclaim and won industry nods for content promoting social responsibility. Black Men Love won a 2024 Webby Award, 2 Telly Awards, and a 2024 AYA Inclusion Award – and was nominated for a Cannes Lion and a Clio Award.