PRIDE MARCHES ON

Associate Creative Director: Erin Mattingly | Art Direction: Jessie Gibbons & Joel Morales | AR Development: Joel Morales | Copywriting: Allison Burzlaff

YOU CAN CANCEL AN EVENT, BUT YOU CAN’T CANCEL PRIDE.

The Human Rights Campaign has recognized T-Mobile seven years in a row for being the best place to work for LGBTQ+ employees. Pride month in 2020 was gearing up to be the biggest celebration yet. Then, the world was changed forever when the pandemic hit. Many of us were isolated in quarantine, attempting to navigate this new normal. We were left mourning the loss of activities we had all taken for granted, including the simple act of being around other people.

Our team decided to take action and answer some big questions. How could we help the LGTBQ+ community and their allies celebrate Pride Month in a safe way? And, how can we connect this community with one another despite the new realities of social distancing, isolation, and overwhelming uncertainty?

Our collaboration resulted in a campaign pitch called Pride Marches On. Because, while you can cancel an event, you can’t cancel Pride. This year, with America’s Largest 5G Network, we wanted to connect a Nationwide Network of Pride for a month long celebration on social media.

A VIRTUAL PARADE

Our team concepted and animated what a “virtual parade” could look like. How could we bring a parade to your street, your town and your neighborhood? We used Spark AR to integrate pride filters with Instagram stories. We proposed multiple options for a float, as well as various iterations of the T-Mobile “T” representing common pride flags.

We chose a few of the most commonly flown LGBTQ+ flags and recreated them in the same style as the already-existing Pride T. This helps promote inclusivity, foster awareness and encourage education and acceptance within the community. The flags live… — We chose a few of the most commonly flown LGBTQ+ flags and recreated them in the same style as the already-existing Pride T. This helps promote inclusivity, foster awareness and encourage education and acceptance within the community. The flags live on the campaign landing page and give users easy access to more information about the history of each flag.

The campaign includes a 360 degree exploration of everything from Instagram filters to yard signs and landing pages to t-shirts. From sketch to final render, pride marches on.