google pride 2018 | this is family
In honor of Pride 2018, we added a new chapter to the Pixel Question Your Lens campaign: This Is Family is our honest but hopeful response to a devastating year for LGBTQ+ progress. It challenges us to question the heteronormative lens through which we think about family — and consider the experiences of families who look different than ours. It fearlessly validates non-traditional families and celebrates the LGBTQ+ people who make them. And it reminds us that no matter who makes up your family, or how you came to find “home” in each other — the joy of being loved and accepted is universal.
#thisisfamily
We shot real LGBTQ+ families on a Pixel phone for a stop-motion effect that felt like flipping through a family photo album.
iconography comes out
We worked with queer illustrator and advocate @HeyRooney to develop a visual library of inclusive family icons and a family font that expressed a uniquely LGBTQ+ concept of “feeling at home.” The flag treatment was developed to celebrate the bisexual, trans and LGBTQ+ identities, making this Google’s most inclusive Pride yet.
the family album reinvented
We told real LGBTQ+ family stories in the digital advertising to drive to Pride.Google.
“Girls’ Night In”
“Breakfast In Bed”
“Fathers’ Day, Every Day”
“My Safe Space”
pride.google
Pride.google further amplified the #ThisIsFamily campaign highlighting the values around diversity and intersectionality, and support for LGBTQ+ families in all their forms. We created an infographic highlighting the state of equality, illustrating how far we’ve come and how far we still need to go in the continuing fight for equality.
Google partnered with 3 leading nonprofits in the LGBTQ+ space, matching donations of up to $100,000 each. We built out a separate .org page that further drove those donations. Read more about the partnership with GLAAD here.
social engagement
The official @Google Instagram account had the most engaged content to date with their post in celebration of Pride weekend.
events, pride celebrations & swag
We brought our illustrations to life by fabricating a few pieces for the Google SF Pride float and for use at Pride celebrations, finding a home for a short stay at the Googleplex. We also created t-shirts, laptop stickers, tattoos, Pixel cases, and environmental elements throughout our events.
Project: Pride 2018 | Role: Creative Lead (Art)
Concepted and presented work with copywriters, led illustrator in creative exploration of icons and type treatment, managed and produced all creative deliverables, managed production partners on float, events and .com production, oversaw and managed global program asset requests and archives.
Illustrator: Andy “Rooney” Simmonds
Creative Team: Laurel Stark, Creative Director; Ryan Rogers, Creative Lead (Copy);
Angelina Springer, Creative Lead (Art); Eli Johnson, Senior Copywriter; Adam Wright, Creative Strategist
Agency: The Shop at Google, Firewood | Client: Google
Agency partners: Xpedition Media, Hook
Honors: Fast Company World Changing Ideas 2019, Honorable Mention, Creativity Category