053
H&M - PRIDE
CONTRIBUTION
Creative Direction ❋ Campaign Development ❋ Design Leadership ❋ Team Management ❋ Design Quality Oversight ❋ Experiential Design
OVERVIEW
I led the creative vision and development of H&M's 2024 Global Pride campaign, built around the theme of Chosen Family.I shaped the campaign from the ground up, developing the core slogan, imagery, and visual language, then translating it into a cohesive system across digital, web, OOH, posters, window displays, in-store screens, and experiential touchpoints, including H&M's Pride floats in NYC and LA.
I oversaw a senior creative team of designers, art directors, and graphic designers, ensuring consistency, quality, and design excellence across every output, from initial concept through final production and global rollout.
CREATIVE & DESIGN LEADERSHIP
Led the creative vision from concept through global rollout
Built and directed a robust and senior design team on a tight timeline
Developed the visual identity and scalable design system
Set the quality bar and directed design development across campaign touchpoints
Led creative presentations and client alignment
Set the pace for creative development, organizing internal working sessions, reviews, and key touchpoints
PRODUCTION & GLOBAL ROLLOUT
Oversaw design budgeting, resourcing, and timelines across the campaign
Identified production risks early and directed material testing and technical resolution
Oversaw key material and fabrication decisions to ensure the creative held up at scale
Directed the Pride float execution, including the custom dye-sublimated panel system
Extended the campaign across international markets, languages, digital, OOH, retail, and the NYC + LA Pride floats
AGENCY
ROCK+PAPER
PHOTOGRAPHY
Matt Monath