Uniting our community by shining together for Pride Amsterdam.
Our team was tasked with ideating and executing Delta’s 2024 Pride campaign, culminating in activations across 7+ global cities during the summer. I executed this vision by designing Delta’s infamous canal parade float for Amsterdam Pride 2024. We welcomed our Skyteam partner, KLM Royal Dutch Airlines, to join us for their first appearance in the parade.
Credits: Courtney Ehrler (stakeholder), Hannah Tran (creative lead), Myself (art direction), Keefe Justice (copy lead), Emily Turner (copywriting),
We solved a challenge of two similar themes to make a balanced look.
Leaning into our upcoming centennial anniversary theme, and Pride AMS’s theme of “Together”, we landed on “United” as our guiding light. We dove into visuals to find something proud, authentic, and bright. Inspired by the iridescence of the aircraft trading cards, the team focused around translucent, iridescent, and reflective materials to make a joyful presence that helped blend both Delta’s and KLM’s brands in a seamless, visual execution where they were equally present.
Constructed by the local firm Prideboten, the float sailed for 3hrs, going under 21 bridges with it’s inflatable tail that would deflate, and re-emerge with our onboard ping and smoke machines. Full details were captured in a Delta News Hub article, featuring photo and video work by Rank Studios.
Learnings & Results
Working on the largest Pride activation of my career was incredibly educational. Coordinating cross-divisional stakeholder input while crafting a creative vision for the largest organization I’ve been a part of allowed me to fine-tune ideation, communication, and many other hard and soft skills to pull off a successful execution. It also was a great reminder of how much of an impact my work as a designer can have on the community I belong to and what value I bring to any level of company I may be a part of in the future.
