The Thought

Instead of listing hair problems, I turned them into villains — playful characters that personify frizz, dryness, and tangles. By naming and visualizing them, African Pride’s products became the “heroes” that defeat them, turning everyday haircare into a fun battle story.

Creation

• Pain Points → Characters: Frizz → Frizzy, Dryness → Drizzy, Tangles → Knotty.

• Personalities: Frizzy is chaotic, Drixxy is drained, Knotty is stubborn.

• Style: Cartoon-like, memorable, easy to place against products.

Storyboard

1. The villains attack: Frizzy fuzzes up, Drizzy drains shine, Knotty ties strands.

2. Products arrive as heroes — hydrating, taming, detangling.

3. Villains are defeated, curls bounce back.

4. Tagline: “No curl villain stands a chance.”

Drizzy

STORYBOARD

1

THE CURL VILLIANS

Frizzy, Drizzy & Knotty