Creative challenge:

We were asked to make a bold, lively promo that showcases the diversity of the LGBTQ+ community by championing the key pillars of this year’s Pride Collection: We love, we celebrate, we remember. This had to be a feel-good, hopeful promo that entertains.

Response to brief:

In my research and conversations with people in the LGBTQ+ community, there was a common issue with companies aligning themselves with Pride month: Rainbow Washing (using a rainbow colour scheme on a company logo just for Pride month without committing to allyship for the community).

However, I don’t feel like NOW is guilty of this, due to their year-long offering of high quality LGBTQ+ content.

You could even say that we, are proud all year round.

And our idea of celebrating Pride, love, and embracing true identity to the high energy, feel-good Lizzo track was born.