Turning an authenticity crisis into a public commitment to Black creative ownership
A complete crisis-response and recovery campaign designed to address criticism of AI-generated campaign imagery while preserving the brand’s mission, protecting its founder, and rebuilding credibility with Black consumers and creatives.
The use of synthetic imagery created a gap between a culturally specific brand promise and the audience’s expectation of authentic representation and paid creative participation.
Stop escalation, acknowledge the underlying concern without becoming defensive, and convert criticism into measurable investment in Black photographers, artists, models and storytellers.
Do not defend the tool. Defend the relationship. The response must center the community’s concern, not the brand’s intent.
Situation and Risk Assessment
The issue is larger than whether AI was legally or technically permissible. For a sunscreen brand built around Black skin, culture and visibility, audiences may interpret synthetic representation as cost-cutting, cultural extraction or a failure to employ the very community the campaign celebrates.
- Loss of trust among core Black consumers
- Founder criticism overtaking product education
- Creator and influencer reluctance to partner
- Negative coverage framing the launch as inauthentic
- Retail and investor concern if backlash persists
Priority Stakeholders
- Existing and prospective customers
- Black photographers, models, makeup artists and creative directors
- Dermatologists and skin-health educators
- Retail, distribution and investment partners
- Beauty journalists, culture writers and creators
- Employees, vendors and campaign collaborators
Response Posture
- Human: A founder-led response rather than impersonal corporate language
- Specific: Name the concern—authentic representation and creative employment
- Corrective: Pause disputed assets and commission replacement work
- Visible: Show who is hired, what changes and when work will be released
- Proportionate: Avoid over-apologizing for claims not established; focus on impact and action
What Not to Do
- Argue that audiences “misunderstood” the creative concept
- Delete criticism unless it is abusive or violates policy
- Use generic diversity language without contracts or investment
- Return immediately to product promotion
- Make Black creators responsible for defending the brand
Four-Phase Response Plan
Activate crisis team, freeze scheduled posts, preserve comments, audit all assets and prepare stakeholder briefing.
Issue a concise holding statement, pause disputed creative and provide one media contact.
Release founder video, announce Black-led reshoot, conduct creator listening session and brief partners.
Launch “Protect Your Melanin,” publish behind-the-scenes credits and shift attention back to verified skin-health education.
Proposed Holding Statement
“Black Don’t Crack was created to celebrate and protect Black skin. We have heard the concerns about the use of AI-generated imagery in our campaign and understand why this decision felt inconsistent with that purpose. We are pausing the affected creative while we review the campaign and begin work with Black photographers, models and artists on new imagery. We will share the next steps openly and allow our actions—not defensiveness—to demonstrate what we have learned.”
Recovery Campaign: “Protect Your Melanin”
A creator-led replacement campaign featuring real customers across skin tones and ages, visible production credits, dermatologist-supported sunscreen education and paid opportunities for emerging Black talent. The work reframes correction as investment rather than performative apology.
Completed Deliverables
Independent strategic communications case study created by Jawana R. Brooker for portfolio purposes. It was not commissioned, endorsed or produced by Kelis or Black Don’t Crack Sunscreen.