As a queer-owned and founded company, TomboyX wanted to continue pushing boundaries and advocating for the LGBTQ+ community. We wanted to emphasize TomboyX’s authenticity in this space by highlighting nuances within the LGBTQ+ community.

In an age where companies change their favicon to a rainbow-themed image one month of the year, we needed to be able to stand out from the crowd. We needed to find ways to highlight our authentic support of our LGBTQ+ community. As a leader in the LGBTQ+ community expectations for a unique and authentic Pride Campaign were high.

Pride is known for having rainbows everywhere. A set number of colors, well defined within the frame of a rectangular flag. In this sharply defined design, there are things a rainbow can exclude, hence the vastness of iconography and variations of flags throughout the LGBTQ+ community. During Pride of 2021, we wanted to focus on the rainbow as a spectrum. We honed in on the delicate transitions from one color to the next as an overarching metaphor for inclusivity, authenticity, and diversity in queer intimacy.

The transitional areas of color in a natural rainbow are nuanced and subtle. We wanted to freeze these refractions of light as vignettes that peer into an intimate setting. To convey these vignettes we sourced the New York-based & queer-identifying photographer/videographer, Amarie Baker, through @dolescent, a Gen Z Studio, to tell her story. The shoot consisted of three videos shot on a mixture of Super 8mm film and digital formats. The photoshoot, similarly was a mixture of 35mm film and digital, that encapsulated Baker’s stylistic overlays and blown-out colorful light flares.

The mixture of textures, colors, and photographic styles made for a uniqueness one could not have anticipated going into the campaign. However, it should have been predicted, because the campaign prioritized people over products, and people are exceptionally unique.

The campaign had its apex at NYC Pride. We had placements on top of NYC taxi cabs and at bus stops. Along with the video content on NYC taxi TV.