San Francisco Pride - San Francisco Pride Festival

We were tasked with reimagining the world’s most iconic LGTBQ+ event for a post-pandemic world. The organisers of San Francisco Pride needed a way to safely bring their community together at a time when many of us felt most isolated.

There are few events as vibrant, as joyous, or as historically meaningful as San Francisco Pride, so we understood the gravity of the task ahead of us; navigating the occasion through the restrictions of the pandemic with that spirit intact was no mean feat. We didn’t want to shy away from hosting a live event, but it was imperative that we considered safety and sensitivity above all else.

Alongside Pocket Pictures, we created Voices of Pride, a cinematic piece showcasing the diverse stories of Pride’s 2021 Grand Marshals. We didn’t stop there - for two nights, we hosted a one-of-a-kind takeover of Oracle Park, home of the San Francisco Giants, for a multi-coloured musical spectacular. We took a truly all-encompassing approach, redefining everything from the event’s branding and marketing, to the fine points of the interior spatial design. Featuring sing-alongs, motorcycle parades, and addresses from the likes of Nancy Pelosi and London Breed, we transformed the baseball stadium into a powerful celebration of love and life. After 18 months of interminable isolation, SF Pride 2021 represented a kaleidoscopic coming-out for the city as whole.