MIZANI / L’ORÉAL
Creating Global Texture Imagery From the Culture Out
THE OPPORTUNITY
Authentic texture imagery requires more than putting textured hair in front of a camera. The creative perspective—who conceptualizes the image, assembles the team, understands the hair and recognizes the cultural references behind the beauty—shapes what ultimately reaches the consumer.
THE WORK
Beginning in 2016, Pekela was hired to lead and contribute to global institutional image campaigns for Mizani. One assignment took the work to Johannesburg, South Africa, where Pekela served as Creative Director for a global brand image campaign and assembled the creative team.
The location was not treated simply as a backdrop. For Pekela, creating beauty imagery in Africa meant recognizing Africa as part of the origin story of global beauty and texture—and allowing the people, culture and environment to influence the visual language of the work.
THE EVOLUTION
In 2019, Mizani appointed Pekela Global Artistic Director alongside Tippi Shorter as part of the brand’s global education and artistic leadership. The role brought together texture artistry, creative direction, education, cultural perspective and brand storytelling.
WHY IT MATTERS
There is a difference between creating imagery of textured hair and creating imagery from an informed understanding of textured hair and the cultures connected to it. That difference changes the team, the references, the hair and ultimately what the consumer feels when she sees herself reflected back.