Amazon Music’s perpetual Pride mission is to empower the LGBTQ+ community and its creators; and to connect the community to its history. I owned the global campaign creative producing a vibrant and abstract creative direction that celebrates diversity and inclusivity. Creative scaled across programming, social, OOH, podcasts, Amazon Originals, Alexa devices, merchandise and experiential.
The 2023 campaign was driven around the mission of celebrating queer joy and championing those who dare to speak up and ignite conversations. Queer joy means something different to every member of the LGBTQ+ community, but whatever that is – Pride month is the time to relish it. Queer joy is about celebrating yourself, and owning your uniqueness. And while Pride is a time for us to celebrate how far we have come as a community, we also recognise that we still have a long way to go. For many, the real purpose of Pride is protest, in daring to speak up even if the topic is uncomfortable. To aesthetically bring joyful and daring together we collaborated with the incredibly talented Don Carlos who created a fantastical world with unique, beautiful typography and illustration.
