F*ck Fear, Be Free

NMAC Campaign

Commercial

NMAC's F*ck Fear, Be Free campaign centered Black women in a conversation about freedom, sexual health, and HIV awareness. Eight Black 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 help translate that message of freedom into a visual identity that felt just as bold as the women telling their stories.

THE STORY

The campaign's slogan became the foundation for the wardrobe. I styled each woman in bright, saturated color to visually embody the message. Creating eight distinctive looks that allowed each woman's individuality to come through while still feeling connected as one campaign. Color became part of the storytelling: 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