Code My Crown

Edelman

Client: Dove (Unilever)

For digital-natives, representation in gaming is as crucial as representation in real life.

But what could Dove could do about lack of representation in gaming? Dove makes beauty products, not games. 74% of developers would play a role in promoting better representation of textured hair in video games – if they could learn how to code textured Black hair. We collaborated with Open Source Afro Hair Library and a team of Black 3D artists, animators, programmers to create ‘Code my Crown’ - a 200-page downloadable guide training developers in how to code for Black hairstyles. The initiative offered the coding world the tools to create more inclusive and representative gaming experiences, thereby allowing Black gamers to see their identities more authentically mirrored in their avatars. Dove's brand activity would earn media attention and affirm self-perception amongst target, spreading Dove's mission and message that beauty should be a source of confidence.