Pride is Love | Spring Summer ‘23
June 2023
Inditex
Creative Direction – social media, digital design
1–Overview
-Scope: Concept development, art direction, storytelling, cross-channel execution. –Objective: To affirm Inditex’s commitment to LGBTQIA+ representation through a campaign rooted in authenticity, emotional truth, and creative integrity.
2–Concept
In an industry where Pride-themed campaigns often fall into visual cliché or surface-level messaging, Pride is Love set out to do something different: to center lived experience, softness and solidarity in every image, layout and caption. The guiding idea was simple but powerful: love is not a brand claim — it’s a human right. We treated the campaign as a visual love letter to LGBTQIA+ identities, avoiding tokenism in favor of empathy-driven art direction and inclusive casting. The goal was to create something that felt personal and universal — joyful, tender and real — across every touchpoint, from social posts to email newsletters. Creative direction of video and graphical content for social media and digital platforms oriented to the Gen Z audience aiming to engage and entertain the community.
3–Execution
Social Media Creative Direction: –Narrative Pillars: Built the campaign around real voices, tactile beauty, and emotional presence — not just representation, but resonance. –Content Formats: Rolled out a multi-format content strategy including short-form videos, carousels, editorial stills, and video excerpts from the interviews. –Community-Focused Storytelling: Social captions were written to frame each contributor’s story with care, while encouraging followers to reflect, respond, and share. –Platform Results: +35% engagement over the campaign period, with meaningful comment sections and reposts by LGBTQIA+ creators and allies.
Campaign Video: –Interview Direction: Each voice was given space — no scripts, no overproduction. The video was guided by vulnerability and trust. –Emotional Tone: The film emphasized emotional intelligence, everyday joy and personal truth — with moments of celebration, tension, reflection, and affirmation. –Impact: The video was widely praised internally and externally for its sincerity and tone. It extended the campaign’s life beyond Pride month, turning it into an evergreen piece of content on belonging.
4–Aesthetic Direction
–Typography: Modern, sans-serif fonts in lowercase — a subtle nod to softness and accessibility. –Tone & Narrative: Crafted a campaign that rejected performative allyship in favor of human connection — visually, tonally and culturally. –Photography: Portraiture focused on texture, connection and identity. Each image designed to be emotionally charged yet visually quiet. –Moodboard Principles: Less spectacle, more sincerity. Editorial, human and intimate.
5–Reflections
Pride is Love was a rare moment where brand, purpose, and art direction aligned fully. By leading with interviews, intimacy, and insight, we created a campaign that put real people at the center — not just as subjects, but as storytellers.
This project reaffirmed a core belief in my creative practice: that visuals are powerful, but voices are transformative.