By Egotist / /
Production company Hayden5 recently teamed up with Phenomenal, a female-driven media brand and creative agency dedicated to underrepresented communities, to create and finance “Own Your Crown.” The PSA is a poetic tribute to the legacy, rituals, and strength of Black women and their hair.
Directed by JJ Anderson, “Own Your Crown” (:60) portrays Black hair as a representation of intergenerational power through a revolving sequence of various women fashioning their textured crowns — from braids and locs to twists and knots. A moving poem, written by Yazmin Monet Watkins, reinforces the PSA’s message of empowerment and self-love around the authentic Black experience of hair.
Working closely with Phenomenal Founder and CEO Meena Harris and Head of Partnerships Samantha Shipp Warrick, and JJ Anderson, they cast the spot primarily with real women representing the Black communities of Los Angeles. They extended the local spirit to the shoot, which took place at an Inglewood-based salon, and featured Black hair products from local favorite Bephies Beauty Supply, with owner Beth Birkett providing the products for use as props in the spot.
Video Agency: Hayden5
Production & Post: Hayden5
Director: JJ Anderson
Narration & Original Poetry: Yazmin Monet Watkins
Producers: Stephanie Gaweda, Ken Morris, Dion Matthews
Account Producer: Sara Beamish
Director of Post Production: Melissa Balan
Post Producer: Tiffany Brathwaite
Director of Photography: Natalia Moscoso
Hair Stylist: Jacqueline Delaney
Production Designer: Lee Yaniv
Wardrobe Stylist: Natellie Cate