Chanel Boateng.com

The Rebirth Campaign for Chanel Boateng

The Rebirth campaign for content creator CB was a multifaceted project that included a teaser video, a photoshoot, a strategic social media rollout, a YouTube video and interview, and the launch of a brand-new website.

With a substantial following of 525k, CB had built her brand as a plus-size family woman. Following weight loss surgery and a divorce, she entered a transformative period in her personal and professional life. This reintroduction was a pivotal moment, requiring a carefully crafted campaign to transition her audience to her new identity. The challenge was to minimize potential follower loss while maximizing impact and maintaining engagement with her core audience.

My creative vision for the campaign was rooted in contrast: **Classy vs. Sexy**. Inspired by the empowered and reborn energy of a "crown queen" persona—akin to Beyoncé—I sought to highlight CB's fun, flirty, and confident spirit, showing her new body with poise and strength.

Applying the "show, don’t tell" principle, the campaign leaned into evocative imagery and subtext, allowing feelings and emotions to shine through rather than relying on overt explanations. Every visual was intentionally selected to speak volumes, portraying empowerment and self-reclamation with striking subtlety. This approach ensured the audience felt her transformation rather than being told about it, creating a deeper and more meaningful connection.

The result was a campaign that successfully celebrated CB's evolution, resonating with her audience while ushering in a bold, fresh chapter for her brand.
The video had the second-highest viewership in the entirety of 2022 on her YouTube channel.