PROJECT #004

FEELS LIKE HOME | PATTERN BEAUTY

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SCOPE

[Spec Work]*
Creative Direction
Experiential
Photography
Marketing
Social Strategy

OVERVIEW
#FeelsLikeHome celebrates natural hair as legacy, culture, and belonging. Rooted in Tracee Ellis Ross’s NYC origins and the shared experience of New York as home, it brings nostalgic hair-care rituals into public spaces across the city. Through bold out-of-home, social storytelling, and an immersive CURLFEST booth, the campaign transforms the feeling of home into a citywide experience.

INSIGHT
Home isn’t a place. It’s a feeling.
Natural hair tells a story. One shaped by family, heritage, and lived experience. The way curls are cared for at home creates a feeling that never fades. Those moments root people, reminding them of who they are and where they come from.

CONCEPT
A curly collab for the culture.
Pattern Beauty x CURLFEST® — CURLY GIRL™ Collective
#FeelsLikeHome transforms New York City into a celebration of natural hair and the legacy it carries. By recreating the spaces where many hair stories began, Pattern Beauty brings Tracee Ellis Ross's history full circle while honoring the city that raised her. It’s a love letter to NYC, the curls, and to the rituals that make them feel at home.

OUT OF HOME
Rooted in NYC.
The home of curls, culture and community.
To build anticipation for CURLFEST, the campaign launches with bold out-of-home placements across NYC. From bus stop takeovers and QR stickers to an interactive billboard with a stoop where local stylists do hair live. Each execution celebrates natural hair and invites the community in, with QR codes offering an easy way to learn more and RSVP.

SOCIAL

Stoop Stories.
Where the stories of home, heritage and hair begin.
The storytelling extends to social platforms with content rooted in authenticity. “Stoop Stories,” a series featuring intimate moments of braiding and hair care, shows how Pattern Beauty products are woven into everyday traditions. Lifestyle photography and UGC-inspired posts build relatability and spark conversation across Instagram, TikTok, and YouTube.
*Photos by Imani West

EXPERIENCE
Prospect Park — Brooklyn, NYC
The Pattern Beauty booth at CURLFEST is designed to feel like stepping into a nostalgic living room. Warm, familiar, and full of character. Floral wallpaper, framed photos of young Tracee Ellis, and a mustard yellow sofa invite guests to relax and feel at home. Guests can also enjoy product giveaways, samples, raffles, and sneak peeks of new launches, turning the space into a personal celebration of the Pattern Beauty experience.

IMPACT & RESULTS

Turning nostalgia into impact and community
into something that #FeelsLikeHome.

Boost Pattern Beauty’s brand visibility across NYC
Drive record engagement from the natural hair community
Strengthen connection to Tracee Ellis Ross’s NYC roots
Increase product interest through samples, raffles, and QR scans
Build a shareable cultural moment around black hair, home, and heritage
Create a community-driven visual archive through the Polaroid portrait wall