Fro: Sibling series

A collection of photos and short video diaries highlighting the nuances of the textured hair experience - even amongst family members - whilst also celebrating this emerging brand’s budding community.

A five-part photo series and social media campaign showcasing members of this beauty startup’s growing global community. For the first instalment of the brand’s original content series, I teamed up with both in-house and external creatives to share narratives of likeness and dissimilarity within an ever-polarised natural hair movement.

Through the stories of a variety of dynamic sibling duos, we were able to capture the triumphs and trials within each individual’s unique hair journey as well as some lighthearted tips and hacks for Fro’s growing following on Instagram.

Each part of the series includes a sequence of photos with themes that differ from one post to another and a minute-long video to engage with the fast-paced Instagram algorithm.