Pride 2026
feat.
The Ordinary
Services
Director
Creative Production
Timeline
3 months
launch date
Jul 1, 2026
Campaign brief
Pride 2026 aims to build a campaign world that serves people, not brand visibility. We honour the subtle, everyday expressions of pride that often go unnoticed, like the quiet acts of support, belonging, and authenticity that happen beyond Pride Month. By focusing on these lived experiences instead of rainbow-washing moments, we hope to tell stories that feel honest, human, and deeply meaningful.
Director | Creative Production
As the campaign’s creative production lead and director, I grounded every stage in authenticity, from research and casting to scriptwriting. We cast real people from the community, conducted field research into how their homes and everyday lives genuinely look, and shaped each scene around the cast’s natural personalities and lived experiences. Every decision was made to create moments that felt honest, intimate, and true to the people represented.
Performance & Impact
2.5M+ viewership on Tiktok
Over 1.2M cumulative views across Meta platforms