Born in San Francisco, Levi’s has long been embedded in the fabric of queer history. Their commitment to the LGBTQIA+ community isn’t seasonal—it’s local, lived and long-standing. It’s reflected in who they hire, who they cast and who they design for.
So when Levi’s asked us to bring their annual Pride campaign to life, we knew we had the opportunity to create something that felt true. Not rainbow-washed. Not performative. Just real. The brief centered on safe spaces, and in San Francisco, there’s no place more symbolic than Dolores Park—a sun-drenched haven where queer folks gather in community, celebration and rest. For many, it’s more than a park—it’s a ritual. A refuge. From that connection came our campaign: Meet You in the Park. An ode to daytime joy and queer togetherness under open skies.
Levi’s has long stood as a symbol of self-expression and social progress. For Pride, we set out to ground that heritage in today’s queer culture—one that thrives in community spaces like Dolores Park, where chosen families gather in laughter, care, and belonging. At a time when Pride marketing often tips into corporate polish and rainbow-washed clichés, our strategy was simple: return to Pride’s roots, centering real people, real spaces, and real stories.
To bring this vision to life, we worked with a cast of local queer voices—Nora, Shayne, Alicia, Sadyr, and Malia (owner of the last remaining dyke bar in San Francisco). Their presence gave the campaign its heartbeat, ensuring every frame reflected lived experience rather than performance.
Visually, we drew inspiration from activist and photographer Daniel Jack Lyons, whose work has documented queer joy and resilience in ways both intimate and profound. His collaboration imbued the campaign with a tender, cinematic quality: sun-dappled, natural, and full of life. Rather than staging scenes, he captured them—quiet moments of laughter, warmth, and solidarity.
The film itself mirrored this ethos. In one execution, we placed the camera at the center of a picnic blanket, rotating in a 360-degree sweep. The effect pulled audiences directly into the scene—surrounded not as outsiders, but as welcomed participants in a circle of friendship. This became the campaign’s symbolic gesture: Pride not as spectacle, but as belonging.
Our multi-touchpoint rollout extended across organic and paid social, global Levi’s channels, and in-store activations from window displays to tabletop features. The collection itself, designed with a relaxed, lived-in vibe perfect for park hangs, became both wardrobe and narrative thread—embodying Pride as it is lived, not manufactured.
The result was a campaign that honored Levi’s legacy of progress while amplifying today’s queer voices with authenticity and care. It wasn’t just about selling clothes. It was about affirming identity, creating connection, and reminding the world what Pride is actually about.
The campaign delivered standout performance across platforms and retail, translating cultural storytelling into measurable impact:
