Our hero video featured real LGBTQ+ families and was shot on a Pixel phone for a stop-motion effect that nodded to family albums.
For Pride 2018, we re-imagined Pride.Google to be a “family album” of sorts, inviting people to learn about real LGBTQ+ families, share their own “family stories” and donate to partners PFLAAG and GLAAD, who are dedicated to helping LGBTQ+ families thrive.
Each banner featured a real LGBTQ+ family, shot on a Pixel phone, and drove people to visit pride.google.
We developed a social strategy that encouraged people to share what family means to them using the hashtag #ThisisFamily on Twitter, Instagram and Facebook. Google’s #ThisisFamily post was the most-engaged with Instagram post ever.
We partnered with queer illustrator and advocate, Andy “Rooney” Simmonds to develop a font that brought the concept of “inclusivity and feeling at home” to life in a distinctly “Googley” way. This font and the associated treatment was explicitly developed to honor the Bisexual and Trans flag identities as well as the LGBTQ+ flag identity, making this Google’s most inclusive Pride yet.
We worked with queer Illustrator and Activist Andy “Rooney” Simmonds to bring to life a library of icons that took themes associated with traditional concepts of family, and made them LGBTQ+ inclusive.
The family icons came to life on Pride.Google, on Google’s Pride floats in San Francisco and Toronto, in the parties thrown on behalf of LGBTQ+ activists and non-profits, and in the swag we produced for those events.