Universal Music

Emanuel “BLACK WOMAN” Campaign


Building on the energy from the release of “Need You” with its accompanying video, and the critical acclaim of the Session 1: Disillusion EP coming on its heels, Emanuel sparked his next pivotal cultural moment with the release of the timely and powerful single: BLACK WOMAN.


“BLACK WOMAN” comes at a time when the fight for racial justice, equity and equality is, at long-last, driving society to take a hard look at the ingrained systems that endanger Black lives. Amongst the most vulnerable and deplorably endangered are Black Women, creators or Black life and the very foundation on which the Black existence is able to persevere and outlast its many threats and challenges. As we turn our attention to creating a moment that aimed to ignite pride, celebration and awareness of the power, strength, multitude and resilience of Black Women, we envisioned and executed an integrated campaign across social, digital and OOH platforms.



Ashley McKenzie-Barnes, Creative Director, Curator (@ashleymckenziebarnes)⁣⁣
Kathleen Newman-Bremang, Writer, Producer (@kathleennb)
Naki Osutei, Financial Services Executive, Podcast Host (@naki_o)⁣⁣
Tanisha Scott, Choreographer, Creative Director (@tanishascott)⁣⁣
Weyni Mengesha, Artistic Director (@weynimengesha)⁣⁣





Leveraging Canada’s largest digital Out-of-Home display, atop the northeast entrance of the CF Toronto Eaton Centre, we revealed 5 exemplary profiles that heroized the image and message of trailblazing Black Women in signal of the songs release on October 9th, 2020 (in Toronto) leading into the October, 23rd release (internationally).


Creative Direction inclusive of:

  • Campaign branding and design
  • Talent sourcing
  • Photography and videography direction
  • Motion design
  • Scripting and transcribing
  • Production management
  • Final design of creative assets for OOH, social and digital channels



Creative Director: Ashley McKenzie-Barnes
Photographers: (Ashley, Kathleen, Tanisha): Hyghly Alleyne and Eric Black
Photographer: (Naki, Weyni): O’Shane Howard
Videographer: Tristan Challenger 
Motion Designer: Krystian Fernando
Make-up Artist: Bianca Harris
Make-up Artist (Tanisha): Eunique Thomas
Producers: Mark Nabeta and Deanne Moser
A&R: (Universal Music): Kardinal Offishall


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