The Quad on BET, is a television drama about a historically black university.
To increase viewership for the second season, we needed to attract more of the show’s target audience—30 to 40 year old African American women.

The solution - go to where they live.

The beauty salon is a destination for weekly community get-togethers, where our target is organically hanging out and enjoying idle time. So, to reach women where they’re primed for an entertainment experience, we created The Quad Salon. We turned traditional salon dryers into a modern day entertainment experience.

AD: Morgan Owen & Joe Lepore

CW: Ben Petrisor

CD: Benjamin Vendramin