OBJECTIVE + STRATEGY

Insight: the path to pride is easier when paved together - “Pride Together”

Strategy: serve as a platform for free creativity and inspiration for the Pride community to come together, while keeping the community safe and supportive to share stories and ideas

Objective: grow trust within the LGBTQIA+ community by breaking down barriers and boundaries, by building a more inclusive community where all is welcome

Outcome: structures are masked to let the colorful, ever-changing canopy of ribbons create a safe footprint for our creators and community. within the environment, guests interact with new products from the platform, our Trailblazers who are highlighted for the month of Pride, and a catwalk to share their personal Pride style and beauty look.

To integrate a new product offering, Effect House, a glam bar offered beauty looks that tied back to community-made effects within the app. Prior to the festival, a hackathon was held to promote this community creation, which resulted in Pride-specific looks.

Continuing into the Pride parade, a colorful, wavy trailer hosted our top creators for the month, along with a DJ popular on the app, custom content shown on screens, and of course TikTok-branded items like hand fans and sunglasses to beat the heat.

5000+ ribbons printed in gradient assumed to float as a canopy above the Pride festival. A mirror substrate clads the structural elements, creating a light and airy feeling for the entire build.

Digital canvases surrounded the footprint and served as a portal for messaging, call to action within the booth, and a highlight reel of TikTok’s Pride Trailblazers.

A custom built and branded catwalk served as the perfect backdrop for our Pride community and their new beauty looks.