PRIMARK » Proudly authentic
« Back to workPROBLEM:
How can a brand's Pride campaign be truly authentic?
SOLUTION:
Cast real, underrepresented groups, and tell their stories.
Centred on real people, experiences and narratives from within the community, they're created in a way that highlights the incredible talent in a safe and celebratory way.
With a concept by Rosie Hudson and Art Direction by Dani Breslin (both Primark), the 2023 campaign’s goal was to hand over even more of the creativity and storytelling to those involved.
We worked with Kit Gale, a talented casting assistant whose work within the LGBTQ+ community brings a wealth of knowledge and contacts.
We cast parents, friends, and partners. They were encouraged to self-shoot and show what their found family means to them. We worked with brilliant photographers, performers & artists who truly brought this campaign to life.
Edna put out an open call to SIBLING members and friends, and the response to be involved was amazing. We were grateful to assemble a cast of beautifully sincere people, with a fantastic crew, including Izzy Miller (Art Direction) and Mitch Zachery (behind the lens).
