Jordan Women: ‘Les Fleurs’

“When she shines brightly, it doesn’t put you in the shadows; she lights you up, too.” This campaign is centered around Shine Theory, a term that posits that powerful women would be more successful if they cooperate rather than compete against one another.  

We collaborated with Teyana Taylor on ‘Les Fleurs’, where she acted as musical director of the ‘Beyond’ soundtrack and mentor to singer Kaelynn Hayes. The film showcases the making of the reimagined Minnie Riperton song, and features rising star Jené Marie and choreographer Elysandra Quiñones. We conclude the campaign with an interview with all 3 protagonists, where they speak on what drives them and what they love most about empowering one another.

Role: Copywriter 🙋🏻‍♀️
Art Direction: Farah Kafei
PhotographerKanya Iwana
Creative Agency: Uncommon

Directed by KingShe