CIRCA Pride · Archive campaign
Pride — Floral Campaign
Creative concept · Art direction · Photography direction · Campaign development
For this Pride campaign, I developed a photographic concept inspired by the floral imagery of American Beauty, combining flower petals, the human form and a rainbow colour palette.
Working with a photographer and graphic designer, I guided the idea from initial concept through to the finished promotional campaign.
Archive portfolio project. Event information in the artwork is historical.
The idea
The idea was to give Pride a distinctive photographic identity using colour, flowers and the human form.
White artificial flower petals were used during the shoot, then recoloured in post-production to create the rainbow effect.
Making it happen
The people featured in the campaign were staff and customers rather than professional models.
Their involvement gave the photographs a direct connection to the venue and helped extend promotion through their own networks.
I developed the concept, brought together the people involved and worked closely with the photographer and graphic designer to produce the final campaign.
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