Sydney Pride

This year, Mardi Gras has merged with a global celebration World Pride 2023 (think, the Olympics of gay pride) ― and, with a bigger festival comes bigger a catalogue of events.

It was set to be a celebration that heightened every sense. The colours felt brighter, the parties felt wilder, and the love felt infinite. This was Mardi Gras, with the volume turned up. 

To represent the scale of the event, we brought this campaign to life with surrealist creative that used manipulations of scale and rich colours to capture up the sense of heightened emotion. Each abstract art piece featured talent, alongside a larger-than-life Merivale event-specific prop (cocktail, disco ball, floaties & cherries). This allowed us to showcase different types of events, while capturing the EXPERIENCE in an unexpected way. 

Each talent of the campaign was casted among the staff, celebrating the queer members of the Merivale family.

A multitude of collaterals were created to support the campaign. A print magazine was distributed to patrons, a seaplane was designed to wear proudly the LGBTQIA+ colours, and accessorises for staff to wear were offered.

Additionally Merivale hosted 40+ events during Sydney Pride - who required event design & multi channel promotion.

This was our - LARGER THAN LIFE - Merivale’s festival of Pride

Photographer: Georges Antoni
Stylist: Sarah Starkey
Illustration: Paulina Almira

Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content