Pride

BUD LIGHT

Art Direction

We reversed a common trend on social media of seeing drag queens transform into drag, inviting Jada Shada Hudson, Devine Darlin and RuPaul’s Drag Race finalist Brooke Lynn Hytes, de-drag– resulting in a message of vulnerability, authenticity, and hope. Amidst a global pandemic and the Black Lives Matter movement the awareness message about injustice and the origins of Pride was heard and overdelivered with 5.8 million views online (exceeding projections by +96%) and 41 million impressions on social (outperforming projections by +18%).