MEJURI PRIDE CAMPAIGN
In 2021, I was responsible for the visual direction for Mejuri's Pride campaign, partnering with six charities in the cities that our stores reside. This direction was inspired by Mejuri’s take on the spectrum of colour, featuring dichroic film in both digital and in-store activations.
Design Joel Louzado, Taylor Reynolds
Creative Direction Joel Louzado
Copy Nourhan Hesham, Stephanie Ling
MEJURI PRIDE CAMPAIGN
In 2021, I was responsible for the visual direction for Mejuri's Pride campaign, partnering with six charities in the cities that our stores reside. This direction was inspired by Mejuri’s take on the spectrum of colour, featuring dichroic film in both digital and in-store activations.
Design Joel Louzado, Taylor Reynolds
Creative Direction Joel Louzado
Copy Nourhan Hesham, Stephanie Ling
A DYNAMIC MATERIAL THAT APPEARS DIFFERENTLY DEPENDING ON YOUR PERSEPCTIVE
I wanted the digital version to have the same trance-like aesthetic of our in-store signage. 3D renders like the gold texture below have been used before by the brand, but I aimed for something a little more lo-fi, to speak to the underground nature of queer creatives.
Pre-design moodboard.
Pride Zoom backgrounds A way for our corporate staff to show their support from their homes.
Pride Zoom backgrounds A way for our corporate staff to show their support from their homes.
Feedback from our charity partners on the final campaign:
Feedback from our charity partners on the final campaign:
