Culture always celebrates Pride in expected places and times. In a world where predictable displays of support are the norm, Instagram needed to show up in a more meaningful, active & ownable stance by showing our audience that Pride can’t be contained in a box or a month-long celebration. Pride Knows No Bounds. Because you cannot put a boundary on being yourself. It's a state of mind, a way of being. It’s a vehicle for storytelling. Each creator has their own unique expression of it, which makes this all the more powerful. The bravest displays of Pride happen where it’s least expected.

With a look-and-feel that recalls how the Pride movement started—a defiance of the status quo, calling for equal rights and equal treatment, unwilling to settle for anything less—the focus is on celebrating the next generation of LGBTQ+ youth change makers who embody revolution and are leaving a legacy simply by owning their identity everyday. The Instagram platform was leveraged to spotlight LGBTQ+ youth creators who unapologetically share their pride, wherever they are or whatever they’re doing. 

The collage-like campaign films and creator portrait series feature inspirational stories from Annie Wise, Kapri Sun Kid, Gia Love, Charlie Dina Esthetics, Sean Snyder, Julian Gavino, and Bokchoy Baddie. A companion sticker pack was created to help our community tell their Pride stories as well.

This work was created in collaboration with Mother New York and Buck Design.