By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE
ALL THINGS BRAND CRTV + SOC!AL
CHECK OUT WHAT I'M LISTENING TO:
HOLIDAY CAMPAIGN
HOLIDAY CAMPAIGN
PRIDE CAMPAIGN
SPOTIFY
THE STRATEGY
01
The LGBTQ+ experience is often shaped by the tension between visibility and erasure—the struggle to take up space in a world that sometimes seeks to push the community to the margins.
02
In the digital landscape, visibility isn’t just about being seen—it’s about being discoverable. If LGBTQ+ voices aren’t surfaced in search, algorithmic recommendations, or cultural conversations, they risk being buried under mainstream narratives. Ensuring discoverability became just as crucial as the bold creative itself.
03
Our insight was simple yet powerful: PRIDE is about taking up space, unapologetically.
This became the foundation of our creative direction + strategy, influencing everything from the design approach to motion storytelling.
INSIGHTS
THE STRATEGY
Visual Domination
The campaign was designed to be big, bold, and unmissable, with LGBTQ+ artists, voices, and statements literally taking up as much space as possible across digital platforms and real-world activations.
Fluidity in Motion
In motion design, we embraced a push-and-pull dynamic, where words and images interacted fluidly—mirroring the way LGBTQ+ individuals navigate space and visibility in real life.
Community-Led Storytelling
The campaign highlighted real voices and stories from LGBTQ+ artists, podcasters, and influencers, making them the driving force behind the content rather than an afterthought.
THE EXECUTION
INSIGHTS
Spotify sought to create a PRIDE campaign that went beyond surface-level representation—one that truly elevated LGBTQ+ voices, experiences, and artistry while increasing engagement with PRIDE-related playlists and content. The goal was to create a visually and emotionally impactful campaign that made members of the LGBTQ+ community feel seen, while also drawing in broader audiences to celebrate and engage.
THE CHALLENGE
00
01
The LGBTQ+ experience is often shaped by the tension between visibility and erasure—the struggle to take up space in a world that sometimes seeks to push the community to the margins.
02
In the digital landscape, visibility isn’t just about being seen—it’s about being discoverable. If LGBTQ+ voices aren’t surfaced in search, algorithmic recommendations, or cultural conversations, they risk being buried under mainstream narratives. Ensuring discoverability became just as crucial as the bold creative itself.
03
Our insight was simple yet powerful: PRIDE is about taking up space, unapologetically.
This became the foundation of our creative direction + strategy, influencing everything from the design approach to motion storytelling.
THE STRATEGY
01.
Visual Domination
The campaign was designed to be big, bold, and unmissable, with LGBTQ+ artists, voices, and statements literally taking up as much space as possible across digital platforms and real-world activations.
02.
Fluidity in Motion
In motion design, we embraced a push-and-pull dynamic, where words and images interacted fluidly—mirroring the way LGBTQ+ individuals navigate space and visibility in real life.
03.
Community-Led Storytelling
The campaign highlighted real voices and stories from LGBTQ+ artists, podcasters, and influencers, making them the driving force behind the content rather than an afterthought.