TomboyX
Integrated Pride Campaign
Project Type
Role
Editorial Art Director
Pride was TomboyX’s biggest moment of the year. As a queer-owned, queer-focused brand, it was more than a seasonal campaign: it was a major expression of the company’s identity and community. In a typical year, that meant showing up in person too, including a branded presence at Seattle Pride.
In 2020, all of that changed. With traditional events and on-model production off the table, we sent product to a group of former Zulily colleagues sharing a house in Los Angeles, including a model, photographer and DJ, and built the campaign remotely. I wrote and storyboarded concepts, directed from afar, and used the resulting photography and video to create a campaign that felt spontaneous, joyful and genuinely lived-in rather than like a workaround.
Pride, From a Distance
The campaign rolled out across ecommerce, social, email and motion, with a visual system flexible enough to showcase product while leaving plenty of room for personality, movement and individual expression.
Rather than treating Pride as simply a collection of rainbow merchandise, we used the campaign to create a broader sense of celebration and connection at a moment when the usual gatherings and events weren’t possible.
More Than Merch
Pride also extended beyond the product campaign. I created Queerantine, a collection of downloadable activities, coloring pages and other ways for the TomboyX community to participate from home. I hired an illustrator to create the inclusive cover and coloring page, pulled artwork from our products, and created a crossword puzzle centered on significant queer moments throughout history.
It gave the campaign another dimension: less look what we’re selling for Pride and more we’re still here, we’re still queer, and we can still make something together.
