Instagram Pride

We wanted to avoid the typical tropes that’s ubiquitous in Pride marketing. The brief called for us to reference protest and riot posters from early Pride marches. So we went with a handmade aesthetic incorporating spray paint and lo fi print techniques to give it a personal and provocative, raw D.I.Y. feel.

The storytelling was punchy and unapologetic to go with the raw D.I.Y. vibe. The Pride movement has made amazing progress since Stonewall. But there is still a lot of work to do. So this is about capturing that resistant spirit and fighting for equality, rather than focusing on celebrating the gains that have already been made.

In order to accentuate the raw aesthetic, we avoided smooth animation and employed a faux stop-motion approach.