JUN LEE

FACEBOOK PRIDE

“However You Pride, Pride On.”

Our collaboration with Facebook (Meta) began not with a plan, but with curiosity — a desire to understand what it truly means to be seen.

This is the story of how we set out to reflect the LGBTQIA+ community in a way that felt honest, human, and real — so that everyone could feel genuinely recognized and celebrated for who they are.

Facebook is a vibrant space where diverse LGBTQIA+ communities come together to connect, share, and express their identities through everyday passions and stories.

The challenge was to inspire these communities to engage with and share the campaign, express their own Pride through Facebook Groups, and build meaningful, lasting connections with one another.

Rather than relying on product shots or sleek UI moments, we brought the visuals — even the typography — to life through color and animation, allowing the stories themselves to speak authentically.

For the Non-Binary Gamers, we combined real people with their in-game avatars, celebrating a birthday inside the virtual world — a joyful blend of reality and identity.

We explored a range of character styles, from realistic portrayals inspired by the actual gamers to more approachable, stylized designs that aligned with the playful tone of the campaign.
Through this, we created a visual language that felt both authentic and inviting, capturing the spirit of Pride in everyday moments.