When passion meets purpose, creativity becomes more than a career—it becomes a calling. For Joyrdan Williams, stepping into the role of producer and creative director for her first commercial with Black Girl Vitamins (BGV) was more than a professional milestone; it was a moment of divine alignment.
After three years with the brand, Joyrdan’s journey has been nothing short of transformational. “The CEO emailed me because she loved my videos and asked if I would make some for her brand,” she recalls. “So I started as a UGC creator, then became the social media manager. After thriving in that role, I began helping with events and partnerships—one of the biggest being with the Atlanta Dream. Recently, I was promoted to Creative Strategist and Social Content Lead.”
Turning a Vision Into a Vibe
For her directorial debut, Joyrdan’s creative vision was clear: celebrate Black culture through storytelling.
“My vision was to embrace Black culture,” she says. “I love the nostalgic feeling of Black films, so I thought—why not turn my favorite scene from Baby Boy into an ad about vitamins? Jodie was a hustler. I’m a hustler. So it was very fitting.”
What started as an idea quickly became reality through faith and collaboration. “I prayed and asked the Lord to provide me with the resources to do it. After that, doors just started swinging open,” she shares. Working with her friend and film director Omari Wyands, she brought her vision to life. “He helped me write the script, put the crew together, and kept me calm throughout the process. I thank God for Omari all the time because he was truly the missing piece.”
The Hustle Behind the Scenes
As both producer and creative director, Joyrdan wore several hats—often simultaneously. “The most challenging part was rewriting the script to reflect more of our brand while keeping the authenticity of the original movie,” she admits. “I also had a short time span—just one week—to pull everything together. The pressure was real.”
But the reward was even greater. “At Black Girl Vitamins, we embrace health, women, and culture. I wanted people to not just see a vitamin brand, but to feel seen and inspired—to know wellness can look like us, sound like us, and be rooted in our everyday lives.”
That sense of connection is exactly what she aimed to capture. “Growing up, the salon and Baby Boy were both nostalgic for me. They represented community, beauty, and the bond between Black women. Through this commercial, I wanted to show that wellness is part of that same tradition—taking care of ourselves, from our hair to our health.”
Owning the Narrative
For Joyrdan, having creative control over the project wasn’t just professional—it was personal.
“As a Black woman leading a project like this, having creative control meant everything,” she reflects. “Too often, Black women do the heavy lifting behind the scenes but aren’t given the credit or the freedom to truly lead. This time, I wanted to change that. We deserve to be heard. We deserve to be seen—fully.”
Campaigns like this, she believes, redefine what it means to be a “Black girl” in media and wellness spaces. “They show that Black women are multi-dimensional. We can be soft and strong, glamorous and grounded, playful and powerful all at once. For so long, we haven’t seen ourselves in wellness spaces that reflect our culture. This campaign reminds us that wellness isn’t something outside of us—it’s something that’s always been within us.”
To her, creative ownership is the foundation of that shift. “It means having the power to shape how our stories are told and leading the conversation, not just being part of it. Our creativity fuels movements—our voices deserve to lead the vision.”
Faith, Style, and the Power of Representation
Though she hadn’t planned to appear in the commercial, divine timing had other plans. “I literally had no plans on being in it,” she laughs. “But the morning of, I found out they wanted to feature me because my influence, tied with Christopher Ammanuel’s (Tyrese’s Godson), would make the commercial stronger. So I played the role of ‘Rose’—and got to hop in my actress bag!”
Her goal was simple but powerful: to evoke a sense of nostalgia and warmth. “I want people to feel that same energy we grew up with—the smell of the salon, the sound of laughter, the energy of sisterhood. I want them to feel connected to that familiar beauty and see that wellness has always been part of our story.”
At the heart of her work is faith. “I want my work to remind people of the goodness of God,” she says. “I’m from a small town—Statesboro, Georgia—and I didn’t grow up in the spotlight. But in 2023, I committed all my ways to God and began walking in obedience. Since then, I’ve seen a major increase in my life. I’m a living testament of Matthew 6:33.”
Lessons in Leadership
The project was more than a creative endeavor—it was a mirror.
“This experience truly showed me how many hats I wear,” she says. “I drafted all the contracts, made the group chats, found a location, acted, created short-form content, directed behind-the-scenes coverage, produced, and creative directed all in one breath. That’s a lot! But with the help of God, everything flowed. I prayed with the entire crew before we started, and He really showed up for us.”
It also shifted how she sees herself as a creator. “I no longer see myself as just a content creator—the sky is the limit. I see myself leading and producing bigger, bolder projects. True elevation doesn’t come from chasing who I want to be next, but from embracing who I am now and letting God do what He does. I’m just in the passenger seat, letting Him work His big one.”
For the Next Wave of Creators
When asked what advice she’d give to other Black women looking to move from in front of the camera to behind it, her response is full of conviction.
“Closed. Mouths. Don’t. Get. Fed. The worst someone can tell you is no,” she says. “If you have an idea—pitch it and be bold about it. Confidence is key. I had to shift my focus from ‘what if this doesn’t work?’ to ‘this has to work because…’”
And when it comes to purpose, Joyrdan never forgets who prepares the table. “My favorite scripture is Psalm 23:5: ‘You prepare a table before me in the presence of my enemies; you anoint my head with oil; my cup overflows.’ God will go before you—you just have to take that first step in faith. With the God of the universe behind you, you are unstoppable.”