Pride 2026

The Ordinary

The Ordinary

The idea

Serving people over brand visibility, because Pride is still here.

The films
Impact

3.9M+

views across TikTok, Instagram and Facebook

Press

Recognised by Personal Care Insights as one of the few beauty brands that stayed visible at Pride 2026

feat.

The Ordinary

Scope

Director
Creative Development
Production Lead

Deliverables

1 hero film
4 supporting films

Team

Creative Director
Production crew

Timeline

3 months

launch date

Jun 1, 2026

The brief

The Ordinary set out to challenge rainbow-washing with a simple idea: Pride doesn't end after 30 days. It lives in everyday moments of love and safety, all year round.

My approach

The films were cast with real members of the community, and there was no script. Each story began with a feeling, and a single moment we wanted to reach.

On set, I directed from what was already there between them: their chemistry, their stillness, their honesty. I guided each scene until it felt intimate and true. Drawing real people into moments that feel lived, not performed, is where these films were made.

I directed the films and oversaw production through to final cut.

Next project →

Holiday 2025