PRIDE
ART DIRECTION / SUMMER 2021
DOCKERS / LEVI STRAUSS
The Pride Campaign will remain close to my heart for reasons professional and personal. When I moved to San Francisco from South Carolina after college, I saw the true meaning of pride in a tight community that stood up to the jokes, slights, and dismissive looks that I had witnessed go unchecked growing up.
I joined the LGBT+ San Francisco Tsunami Water Polo team in 2006 and have been playing internationally at Gay Games and IGLA events ever since. The friends and relationships I have formed through LGBT+ sports have made me into the person I am today, and working with Dockers on this shoot was a dream.
Art Direction Summary:
The Pride message was our primary story, so we heightened messaging through kinetic type design that we made with type arthouse, CollabStudio. Secondly, we wanted authentic storytelling, so we cast LGBTQ+ talent and shot intimate portraits and video on an open set, breaking free of the seemless backdrop. We chose a white studio and seemless to heighten the kinetic type that messages throughout the campaign. We conducted 1 on 1 interviews with the cast and wrote in the cast names with handwriting to signify. Lastly, the Pride Collection Product was shot for TikTok with the cast changing through all pieces. Concept Deck
Art Direction: Nathan Corbin / Photography: Amber McKee / Copy & Social Direction: Pauline Nguyen / Producer: Edward Cruz / Marketing Lead: Molly Miano, Andi Dominguez / Styling Lead: Jackie Groffman / Videographer: Chris Pew
WHAT PRONOUNS DO YOU USE AND HOW DO YOU IDENTIFY?
Claude: He/him Gay male
Cody: He/him Gay male
WHAT DOES LOVE MEAN TO YOU?
Claude: Love means caring about someone, taking care of this person, making sure that I can do anything in my power to help them succeed or feel well — that goes for friends, family, everyone across the board.
Cody: When I think of love, I think of happiness. Because that's ultimately what everyone wants. If you're in love with someone that's what it comes down to — making each other happy.
WHAT DOES PRIDE
MEAN TO YOU?
Claude: Pride to me means being proud of something. Not afraid to express yourself. You're proud of yourself and who you are, and no one can change that about you.
Cody: Pride gives an opportunity for people to have a platform and feel like they have a voice. Sometimes it's hard to be true to yourself and really communicate that to the world. But pride is a catalyst for doing that.
WHAT PRONOUNS DO YOU USE AND HOW DO YOU IDENTIFY?
Quanni: She/Her - Queer female
Nicole: She/Her - Queer female
WHAT DOES LOVE MEAN TO YOU?
Quanni: Love is being able to be 100% vulnerable with one another and giving all of yourself to that person.
Nicole: Love is acceptance. It’s showing your full self, someone seeing you and loving you for every part.
WHAT'S YOUR LOVE STORY? TELL ME ABOUT YOUR FIRST DATE.
Quanni: We met up at a coffee shop. Then we went on a walk to the park and talked and talked and talked.
Nicole: A lot of how our relationship started was because of everything being closed, not being to go anywhere or do anything, and all we had was each other and time to get to know each other.
WHAT PRONOUNS DO YOU USE AND HOW DO YOU IDENTIFY?
SKYLAR: She/Her - Transwoman
WHO SUPPORTS AND PROVIDES YOU WITH UNCONDITIONAL LOVE?
Love to me is not just love from the people I want to say myself. For a long time, I wasn't able to provide it for myself. I just didn't feel loved at all. I do feel like friends give me unconditional love, but it's not the same
WHAT DOES PRIDE MEAN TO YOU?
Pride is about empowerment. It's about recognising my journey and allowing other people to see, understand and hear my story. I just wanna be able to help someone out there understand whether they are part of the community or not, what it means to be who I am — to kind of shine a light on what it means to be me and what it means to be trans, and what it means to be an immigrant. Just all these things that make me me, that is what pride is.
IN CONTEXT /
PERFORMANCE NOTES
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We saw excellent interaction on social.
Instagram - 1.9M Impressions / .45% CTR
TikTok - 3M Impressions / 1.03% CTR
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We saw high click through rate on TikTok compared to previous creative. You could attribute the high performance metrics to making creative that played to TikTok's strengths of music first, performative creative.
<--TIK TOK- SOUND ON!
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SITE EXPERIENCE​
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Our team designed a Homepage takeover, Landing Page Editorial, and custom Product Page content.
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Building out an immersive eperience showed the brand's total commitment to pride and connsistantly highlighted our monetary dedication to the Stonewall Foundation.
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More Portfolio Spolights // 1. "Pride" global campaign for Dockers // 2. Design Direction for Apple // 3. "Creators" Seasonal Art Direction for Dockers // 4. 3D Customization Experience for Levi's // 5. Product Drop Direction for Dockers // 6. World Water Day Campaign for Dockers