Taking pride in social progress
For Pride, TD wanted to celebrate how far the LGBTQ2+ community has come. Thanks to Covid lockdowns coupled with a tight timeline, live shoots were off the table. The client needed a creative solve that used stock imagery, incorporated all 11 colours from the progress flag, and would resonate even with sound off on social.
We knew we couldn’t celebrate recent progress for the LGBTQ2+ community without first acknowledging their past struggles and strife. So we built on the notion of compound progress - how seemingly small amounts of social change can grow to meaningful advancement - and used multiple creative elements to demonstrate it, including word transitions, colourful motion graphic animations, and strategic visual reveals, all laid on top of a story arc and music track that continuously builds throughout the spot.
