I Am What I Am

Amstel Pride Campaign

Creative concept

Art Direction

For Amstel's new Pride campaign, we made the bold decision to give voice to members of the LGBTQIAP+ community, creating the first-ever commercial produced, directed, and starring by LGBTQIAP+ individuals.

In the digital sphere, we developed a comprehensive array of content tailored to the language and format of each platform, all of which directed audiences to the main film.

Furthermore, to continue celebrating Pride Month, we produced a series of documentaries where our LGBTQIAP+ celebrities shared their perspectives on the significance of a 100% LGBTQ+ film airing nationwide and how it positively impacts the community.