Los Angeles LGBT Center:
Role: Creative Director
Photographer: Gabriel Goldberg
Situation: The Los Angeles LGBT Center wanted a bold advertising campaign to compliment their rebranding while engaging the metropolitan LGBTQ+ community.
Task: How do we represent the broad population that comprises the LGBTQ+ community? To accomplish this, I solicited a diverse group of community remembers to come in and pose... but there was a catch. I asked them to represent the organization’s 5 brand attributes: relentless, courageous, compassionate, strong and inspirational using only their hands and props.
Execution: Campaign posters, Bus Shelters, Billboards. Website, Exterior Architecture, Print ads, Signage, Targeted social media
Results: This led us to a widely discussed campaign was hailed as clever, simple and inclusive. Several stories ran about it in LGBTQ+ press, and the original artwork is still in use today.