Pride 2026
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

