Castle Lite.
#HipHopHerstory.
CASTLE Lite’s Groundbreaking Tribute
to Women in Hip Hop
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Castle Lite has claimed, through events and sponsorships, that they belong in the hip hop universe. The brief was simple: Create a campaign that will get people talking about hip hop in a new way.
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Many of the world’s best hip hop artists who have shaped the industry, are still looked down upon: women. As Castle Lite, through a collaboration with brand, agency and event company, we decided to change this narrative.
Castle Lite hosted Africa’s first-ever all-female hip hop line-up, spotlighting legendary and emerging women artists who have shaped the genre. This historic event served as a powerful statement on representation and equality in music.
Championing Equality Through Creativity
The campaign extended beyond the concert itself, combining bold visuals and storytelling to amplify the voices of women in hip hop. Social media, video content, and design assets were crafted to engage audiences and spark conversations about the vital role women have played in shaping the industry.
#HipHopHERstory
By embracing its role as a progressive brand, Castle Lite not only honored the past but paved the way for future generations of women in hip hop. The campaign became a rallying cry for representation, aligning Castle Lite with a broader cultural shift toward equality.
#HipHopHerstory wasn’t just a campaign—it was a movement. By creating a platform to recognize the incredible contributions of women in hip hop, Castle Lite inspired conversations around equality and representation, solidifying its place as a progressive and culturally relevant brand.
“Castle Lite has always been at the frontline of raising the African music flag high. HerStory is another testament to the progressive nature of the brand and we believe we have given the audience an extraordinary and memorable experience highlighting the role women have played in the evolution of this genre”
— Becky Opdyke
My role in this project:
Art Direction & Design: Conceptualizing and crafting bold, dynamic visuals that celebrated the event’s message of empowerment and recognition.
Video Editing: Producing compelling video content to promote the event and share the stories of women in hip hop, driving engagement across digital platforms.
Onsite Production: Responsible for the live coverage of the event on social media, working with the production team to make sure everything goes out within 10 minutes of happening.
