Event. Float. Brand Collateral. Editorial. Web. Print.
Not only was this campaign the second largest win that Here Media had seen, but it was also the company's first experiential campaign. The #Expressyourselfie Tour was a socially driven campaign amplifying American Express's Shop Small Movement by celebrating its alliance with the LGBT community during Pride nationwide. The center piece to this campaign was the parade float which involved a 10ft tall Drag queen wearing a dress designed hold over 1,100 polaroid selfies taken during each parade.The Tour launched at NYC Pride and then traveled to Palm Springs, Chicago, Provincetown, Austin, Fort Lauderdale, Seattle, and Salt Lake City.
As Art Director, I helped establish and lead the creative direction for this campaign. This multi-layered campaign involved, working with the AMEX team to establish the campaign identity, working with outside vendors specializing in event production, designing for print and web and finally unifying the four key components: The Pride parade Float, the Festival party and Photo Booth, Accessible custom editorial for each city, and engaging the social community on and offline.