SheaMoisture
2020
It Comes Naturally” gives a soulful nod to SheaMoisture’s roots, celebrating the strength and resilience of black women from yesterday to today.
An illustrated herstory
To craft the spot, we had the honor of animating artwork from six talented Black artists: Monica Ahanonu, Rachelle Baker, Bisa Butler, Alexis Eke, Linda Mawala, and Reyna Noriega.
From still to motion
Translating still artwork to rich, moving images wasn’t easy. In one early experiment, our creative technologists used machine-learning algorithms to map facial expressions to illustrations.
Rolling up our sleeves
In the end, our 2D and 3D animation teams crafted bespoke approaches to each illustration. The result is a dense tapestry of hand-fashioned art and motion befitting the SheaMoisture brand.
BUCK
Executive Creative Director
Orion Tait
Group Creative Director
Thomas Schmid
Executive Producer
Joe Nash
Head of Production
Kitty Dillard
Producer
Jess Pierik
Art Director
Debora Cruchon
Chief Innovation Officer
Fredrik Frizell
Storyboard
Debora Cruchon
Mercy Lomelin
Thea Glad
Design
Debora Cruchon
Senior 3D Lead
John Karian
Lighting/Composite Lead
Chris Ribar
3D Modeling
Bryan Eck
Filipe Machado
Rigging
Ernesto Ruiz Velasco
Look Development & Lighting
Chris Ribar
John Karian
Joy Tien
Shane O'Hara
Ylli Orana
Senior Animation Lead
Mercy Lomelin
3D Animation
Anton Tokar
John Karian
Kevin Nguyen
2D Animation
Mercy Lomelin
Vero Gómez
Cel Animation
Lizzi Akana
Mercy Lomelin
Pilar Garcia-Fernandezsesma
Thea Glad
Animation Intern
Delainey Cummins
Nicole Pappas
Senior Creative Technologist
Daniel Vettorazi
Matthew Hermans
Creative Technologist
Kellan Cartledge
Director of Creative Technology
Michael Delaney
Technical Director
Ben Rohel
BBDO New York
Executive Creative Director
Daniela Vojta
Susan Young
Copywriter
Oyinda Oluwa
Executive Producer
Melissa Tifrere
Senior Business Affairs Manager
Heather Weissman
Sound
Music Company
Big Sync Music
Music Title
SheaMoisture - "It Comes Naturally"
Composer
Crystal Caines
Music Supervisor
Alex Menck
Music Coordinator
Breanna McFarlane
Audio Company
Sonic Union
Voiceover Artist
Mia Bankston
Mix Engineer
David Papa
Studio Director
Justine Cortale
