Bevel, the grooming brand founded by tech vet Tristan Walker that caters to people of color, has unveiled a new campaign that explores the history of Black-owned barbershops in a series of beautiful films showing veteran hair cutters at work.
The campaign's stylish anthem video, shot in black and white, shows five barbers -- some who cater to celebrity clientele -- performing their signature cuts and discussing their craft. Each barber will be the subject of a separate video that explores his individual story.
According to Mr. Walker, the series brings to life the classic "style guide" posters that can be found in many real barber shops and provides a deeper look into the shops' cultural significance. "If you walk into any kind of barber shop, you always see this style guide with these numbered haircuts, and it hasn't been updated forever," Mr. Walker told Ad Age. "Our ability to really reimagine that experience and start a conversation about it I think is important."
While some might argue that Bevel poses competition for the barber shops highlighted in the campaign, Mr. Walker said. "We're not going to displace the barber shop. It's an institution that's culturally important. Our customers are going to go to the barbershop every Saturday. But we're here to take care of them from Sunday to Saturday."
The campaign was created in-house, led by brand marketing leader Raquel Lachman and Creative Director Mari Sheibley and directed by J.M. Harper.
Read the full story on the Bevel campaign on Adage.com.