F*ck Fear, Be Free

NMAC Campaign

Commercial Production

As lead stylist, I developed and executed wardrobe for 8 models, managing the styling process from concept development and sourcing through fittings, wardrobe preparation, and on-set execution. Each participant required an individual look that reflected her personality while remaining cohesive within the larger campaign. I coordinated multiple wardrobes and accessories simultaneously, prepared each look for production, and made real-time adjustments on set to maintain fit, presentation, and visual consistency throughout the shoot.

PROJECT SCOPE

NMAC’s F*ck Fear, Be Free campaign centered Black women in a conversation about freedom, sexual health, and HIV awareness. Eight women from across industries shared their individual perspectives on what it means to live freely while encouraging women to challenge stigma, get tested, and know their HIV status. As lead wardrobe stylist, my role was to translate that message into a visual identity that felt as bold and individual as the women telling their stories.

THE STORY

The campaign’s message became the foundation for the wardrobe. I used bright, saturated color to create eight distinct looks that allowed each woman’s individuality to come through while still connecting visually as one campaign. Silhouette, proportion, texture, and color were considered across the group so that each subject could stand independently while the collective imagery remained cohesive. The resulting wardrobe supported a visual language that felt confident, unapologetic, and impossible to overlook.

CREATIVE APPROACH

The final campaign paired personal storytelling with a bold visual identity designed to bring HIV awareness into spaces beyond traditional health messaging. The campaign appeared throughout Los Angeles and across NMAC's digital channels, and NMAC later reported that its reach expanded through more than 42 national partners and major platforms including BET, Essence and TheGrio, helping extend conversations around HIV awareness, testing, and care to a broader audience of Black women.

THE RESULT