Dark & Lovely, the #1 hair color brand for Black women, joined forces with The Sims franchise and its leading life simulation video game, The Sims 4 to raise awareness on the lack of diversity in the gaming industry.

L'Oreal contracted Fourth Frame Studios to produce a full-fledge marketing campaign consisting of live action and animated content.

The client desired a homemade, yet digital aesthetic, incorporating L'Oreal's Dark and Lovely purple alongside The Sims' vibrant color palette.

The deliverables included engaging standalone animated content created for social media, available in both 16x9 and 9x16 formats. These animations were smoothly integrated into a live-action piece featuring gamers from The Sims community.

Our initial direction embodied a darker, urban atmosphere, employing homemade assets like paper textures, scribbles, and other handcrafted elements.