You Are My Pride • Stories of Allyship and Pride

We all need someone to stand with us in our most difficult and formative moments—and that’s especially true for those in the LGBTQ+ community. An ally is someone who fights for us, lends us their voice and accepts us as we are. Sephora, one of the most important beauty player and beauty enabler in the world, aims to be such an ally by reminding people that the unlimited power of beauty is not only about appearance, and that everyone should be able to freely express their personality as they see fit. With the insight that every member of the LGBTQ+ community relies on a person close to them on their path to self-realization, we partnered with Sephora to launch “You Are My Pride,” a celebration of allyship.

“You Are My Pride” follows four members of the LGBTQ+ community and a key ally from their lives. We began with a series of 30-second films in which each couple expresses what allyship means to them and their anticipation of Roma Pride. The campaign continued on Pride Day, when we dug deeper into each couple’s story to find out who they are and what brought them to Pride, this time featuring a look by a Sephora-provided makeup artist. At the end of Pride, we finished with a long-form film that retraced the entire journey of each couple—an emotional culmination of their stories, their experiences and the incredible day they lived at Roma Pride.

In addition to the incredible stories of our campaign protagonists, we helped Sephora bring the fun of Roma Pride to people near and far. Throughout the day, we captured live coverage of the event while following our couples. In stores of each city where Pride events took place, Sephora activated makeup stations to help people prepare. We helped bring these spaces to life with key Pride visuals and branding. Ultimately, the campaign celebrated not only the community but also those who stand at its side, inspiring solidarity and inclusivity.