Levi's Pride

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Levi’s Pride

Pride isn’t just a moment—it’s a mindset. And for Levi’s, it’s always been personal.

Born in San Francisco, Levi’s has long been embedded in the fabric of queer history. Their commitment to the LGBTQIA+ community isn’t seasonal—it’s local, lived and long-standing. It’s reflected in who they hire, who they cast and who they design for.

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So when Levi’s asked us to bring their annual Pride campaign to life, we knew we had the opportunity to create something that felt true. Not rainbow-washed. Not performative. Just real. The brief centered on safe spaces, and in San Francisco, there’s no place more symbolic than Dolores Park—a sun-drenched haven where queer folks gather in community, celebration and rest. For many, it’s more than a park—it’s a ritual. A refuge. From that connection came our campaign: Meet You in the Park. An ode to daytime joy and queer togetherness under open skies.

Shot in and around Dolores Park, the film and photography spotlights a stunning cast of local queer individuals who shared their stories of belonging: Nora, Shayne, Alicia, Sadyr and Malia (who happens to own the last remaining dyke bar in San Francisco). Their presence brought depth and authenticity to every frame.

The collection itself has a relaxed, lived-in vibe—perfect for park hangs. So we kept the tone of the campaign natural, grounded and full of sun. A gentle rebellion against the loud, corporate polish of Pride campaigns that forget what Pride is actually about. Early in our concepting, we were inspired by activist and photographer Daniel Jack Lyons, whose New York Times photo essay The Park moved us deeply. We reached out. He said yes. We fell in love. His lens brought a quiet power to the project—tender, real and full of life.

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For the second video, we placed the camera at the center of the picnic blanket, rotating 360 degrees, pulling us directly into the cozy park hangs. As it slowly spins, we're surrounded by laughter and a sense of belonging. More than observers, we feel part of the moment, part of the group.