1Park9 Gives Mielle a Strong Sense of Connection
When Mielle, an award-winning textured hair care brand, introduced its newest innovation, the Kalahari Melon & Aloe Vera collection, it needed an effort that not only registered with its target audience, but did so with a deep sense of authenticity and honesty. For this, the P&G-owned brand turned to the 19th & Park agency for its creative, which in turn worked with its production sister shop, 1Park9, to execute. And execute they did.
In a bouncy, spirited spot that makes the product, and its users, shine with confidence and beauty, 1Park9 shows how this, as its central character says, ‘changes the game.’
“We knew it was imperative to assemble a team that understood the assignment,” explains Tahira White, Founder & President of both 19th & Park and 1Park9, when talking about the making of this ad. “We wanted a team that recognized the challenges of maintaining moisture for Black hair – especially 4c textures – and celebrated the joy, camaraderie, and sisterhood that comes with discovering the perfect product.
“The foundation of this work was built on shared journeys,” Tahira adds, “on the idea that finding a solution often inspires you to bring your community along for the ride.This isn’t just a campaign — it’s a celebration of culture, community, and Mielle’s legacy as a trusted leader in Black hair care.”
The resulting :30 spot was shot across three days in NYC, and broke earlier this year on both linear TV and online. The Howler spoke with Tahira to get a better look at what went into the making of Curls Just Wanna Have Fun.
How did this project come about? And was this the first time that 19th & Park and 1Park9 have worked for any P&G brand?
Tahira: It’s the result of our longstanding commitment to culturally resonant storytelling and Mielle’s dedication to their community. We were introduced to be considered for the new launch through the supplier diversity ecosystem. As the brand’s first major launch under P&G, it was essential that the creative not only spoke to their core audience but also set a precedent for how the brand would move forward under a larger corporate umbrella.
While this was the first time 19th & Park and 1P9 worked with the Mielle team, our approach has always been the same–building campaigns that feel authentic, intentional, and deeply connected to the people they’re meant for. Team Mielle’s vision and collaboration allowed us to bring that to life on an even bigger stage.
How does the relationship between 19th & Park and 1P9 help make work like this possible? What are the advantages to being the agency’s in-house ‘makers’?
Tahira: The synergy between 19th & Park and 1P9 is what allows us to execute high-level creative with precision and efficiency. Having 1P9 as our in-house production arm means we’re not just concepting; we’re crafting every aspect of the execution, ensuring the storytelling remains true to the original vision along with being on time and within the budget proposed at the sell-in. It’s important for us to avoid scope creep and overages when it is in our control.
The biggest advantage is speed and alignment. There’s no disconnect between strategy, creativity and production, because our teams collaborate seamlessly together from start to finish. Many team members who join us from traditional agencies or production companies have found it uncomfortable at first. Ultimately, everyone sees and appreciates how the approach allows us to ensure ideas come to life in a way that feels cohesive, intentional, and aligned with the client’s goals.
You said previously that this project underscores the “transformative power of culturally conscious storytelling.” In what ways does it do that?
Tahira: We believe this campaign proves that culturally conscious storytelling isn’t just about representation, it’s about authenticity. We weren’t just checking boxes; we were crafting a narrative that felt lived-in and aspirational, yet familiar. We’re using phrases, tones and references that are everyday commentary amongst our audience. From the casting to the song selection, everything was designed to meet the audience on a personal level.
And in prioritizing authenticity, this campaign challenges the industry’s status quo. It sets a new benchmark by showing that when brands genuinely invest in the communities they serve — both in front of and behind the camera—their message lands deeper. It’s a shift from performative representation to meaningful, resonant storytelling.
What were some of the key challenges in producing this work?
Tahira: One of the biggest was distilling the excitement of endless creative possibilities into a concept that could be executed in a single day. Our creatives and department heads were buzzing with ideas, which was both exhilarating and a constant exercise in balancing ambition with reality. And as is often the case in this industry, time was never on our side.
That energy, however, became our driving force, fueling an execution that felt just as vibrant as the initial vision. Logistically, we had to be meticulous – every detail, from location scouting to choreography, was carefully considered to ensure authenticity and rhythm. Striking the right balance between polished, high-production visuals and an organic, relatable feel was a challenge, but one we were eager to take on.
You worked with creative leads and department heads that were representative of the target audience. How did you go about filling these roles? And what made Sage East the right choice for directing?
Tahira: We were intentional about every hire, ensuring that key decision-makers behind the scenes had a deep understanding of the culture and audience we were speaking to. This wasn’t just about diversity for the sake of it — it was about ensuring that the people shaping the story had a personal connection to it.
Sage was the perfect choice, because her directing style brings an effortless balance between elevated visuals and cultural nuance. She understands the rhythm of everyday beauty rituals, the joy of self-care, and how to capture those moments in a way that feels cinematic yet intimate. Her ability to blend movement, emotion, and storytelling made her an obvious fit.
There’s a bouncy feel to this spot. How did you make sure that vibe came across? And how important was the casting, styling, wardrobe, etc., in creating that authentic feel?
Tahira: Energy was key to this campaign. We wanted every frame to exude joy, confidence, and empowerment—because that’s what Mielle represents.
Music played a huge role in setting the tone, ensuring it felt modern and dynamic. The movement within the shots, the pacing of the edit, and the transitions all contributed to the lively, engaging feel.
Casting was everything. We looked for talent who embodied the Mielle audience – real women with real personalities, not just models playing a role. Our hero, Kayline, used to work at 19th & Park in our early days and has gone on to become a creator with vibrant energy; though we were shocked to see her in the casting submissions, we knew instantly she’d be perfect for the spot. Wardrobe and styling were equally intentional, focusing on natural textures, vibrant colors, and a mix of everyday and elevated beauty looks that felt aspirational yet attainable. Every detail contributed to making the final piece feel real and relatable.
Credits
Production Company: 1Park9
Head of Strategy: Elisa Peebles
Strategy Director: Whitney Keller
Group Creative Director: Marsha Chandy
Art Director: Rachel Topping
Copywriter: Nina Austin
Jr. Designer: Jarrett Lampley
Head of Production: Michael Belmonte
Executive Producer: Autumn Hymes
Sr. Producer: Clenton Hollinger
Production Manager: Denise Savas
Production Coordinator: Britney Ferguson
Post Production Supervisor Raqi Lily
Post Production Assistant: MyLinh Bender
Account Manager: Denice Pigott
Account Coordinator: Taylor Martin
Director: Sage East
Photographer: Jessica Pettway
DP: Sade Ndya
Editorial: Uppercut
Color/VFX: Nice Shoes
Music: United Masters
