The Gist

I was tasked with taking a client-approved concept from idea to life; involving legally-murky artifacts and new Creator partners.

We sourced powerful forgotten audio clips from the LGBTQIA movement’s history, remastered them with our JBL Pro engineers, and seeded them to our community on TikTok in ways most natural formats enjoyed by the FYP.

Working with the GLBT archive in SF, we sourced powerful forgotten audio clips from the movement’s history that could still resonate today, in hopes of inspiring a new generation. – Creative Director Jon Ong

The Approach

After rounds of research and outreach to potential creator-talent I wrote plans giving overall context along with my How it will Works and Rollout guidance; clarifying the timing, talent and considerations our internal team and clients needed to align on for this initiative to work.

I informed the optimal choices between legally approved audio-clips along with Creators that fit the brand and production realities, to bring Sounds of Pride to life.

The Work

During a moment when the ‘ Don’t Say Gay ‘ movement was peaking in national discussion, we held to our brands commitment to align on Gen-z values by platforming Creators most brands were veering away from.

“Thank you for making this project so enjoyable to work on! It was so nice to feel like you and your team were truly invested in my work. So often, especially as a queer artist, I feel tokenized however this felt like a truly genuine campaign run by genuine people 🙂” – Creator TwinkTrash

“I’ve had other opportunities to work with other brands in the past but have always turned them down because I felt that it lacked authenticity and a message I was willing to share on my account. It was such a pleasure working with you all…” – Creator Saint.Josie

Click the Creator handles above or here to see more #SoundsofPride