It transforms the way creatives work through digital experiences. Dealing with a global brand whose work is marked by creative activity in digital channels raised the challenge, but we saw it as an opportunity to go beyond and bring unexpected elements.

We weren't preparing a campaign for a brand that talks about diversity on occasion, but for one that carries this value as one of its global pillars. Moreover, having been with them for over a year, we had a bar to beat: the campaign we created for the same occasion in 2021. The 2022 solution couldn't be simple, small, or predictable.

Looking at the main LGBTQIAP+ flag and the Creative Cloud logo, we found a similarity: the same colors were present in both. We used the values each flag color represents — life, healing, sunlight, nature, harmony and spirit — as themes for artworks that would illustrate a reinterpretation of the logo.

To bring more authenticity to the campaign, we invited diverse influencers representing as many groups of the acronym as possible. Each one told a personal story themed by one of the flag's colors, and the illustrations were physically materialized on a canvas over 3 meters wide.

There were 7 episodes in versions for Instagram and YouTube: six individual videos of influencers building separate sections of the canvas and a final video, published on Pride Day, with highlights of the testimonials and the reveal of the complete canvas.