Authenticity in corporate America
Chevron's challenge wasn't just celebrating Pride Month, but doing so in a way that demonstrated genuine commitment to their LGBTQIA+ community. The solution couldn't be another sterile corporate nod – it needed to feel personal, authentic, and transformative. Our Face of PRIDE campaign broke through the corporate façade by focusing on what matters most: the real people behind the logo.
Showcasing digital posters, social media graphics and employee apparel, the campaign succeeded by embracing a simple truth: when it comes to celebrating Pride, showing faces matters more than saving face. By prioritizing psychological safety and embracing authenticity, we created something that wasn't just seen, but felt – a campaign that reminded employees they could bring their whole selves to work, rather than just their professional facades.
HIGHLIGHTS
Championed Authenticity: Created a portrait-driven campaign featuring real Chevron employees instead of actors, capturing genuine expressions that told individual stories of identity and acceptance
Designed for Human Connection: Directed photography sessions that balanced visual quality with authentic representation, conducting interviews during shoots to capture natural micro-expressions and real emotions
Empowered Individual Agency: Invited LGBTQIA+ employees and allies to self-select for participation and choose their own background colors, reinforcing the campaign's core message of self-expression
Achieved Emotional Resonance: Developed messaging that was bold yet contemplative, using firsthand accounts of self-expression – "this is the face of confident individuality," "this is the face of authenticity without judgement" – to create meaningful connections
Delivered Multi-Channel Impact: Executed the concept across digital and physical posters, internal social media, email communications, and video content, creating a cohesive experience that resonated throughout the organization
Generated Unprecedented Response: Received enthusiastic feedback from leadership, who praised the campaign as the most thoughtful and respectful Pride execution in the company's history
