Facebook - Pride 2021
Role: Art Director
Scope: Creative direction, event branding, presentation design, global creator and cross-functional alignment
Overview
Led creative direction for Facebook Gaming’s Pride 2021— a series of four virtual live shows designed to celebrate and amplify LGBTQ+ voices within the global gaming community.
The program brought together creators from Brazil, North America, Thailand, Australia, and New Zealand to share their stories, creating a connected and inclusive experience across regions.
The Challenge
The initiative required balancing celebration, storytelling, and representation across a globally distributed, virtual format.
The challenge was to:
Create a cohesive and respectful identity for a culturally significant moment
Design for a multi-show, virtual experience across different regions and time zones
Ensure storytelling felt authentic and creator-led, not overly branded
Coordinate across global creators, teams, and production environments
Maintain consistency while allowing space for regional nuance and expression
My Role
I led the creative direction of the program, focusing on both storytelling and alignment:
Defined the visual identity and tone for the Pride series
Developed presentation and content systems that supported creator storytelling
Partnered with cross-functional teams and global creators to ensure alignment
Helped guide execution across a distributed, virtual production environment
Key Contributions
Created a cohesive visual system that worked across multiple shows and regions
Designed with an emphasis on amplifying creator voices, not overshadowing them
Balanced global consistency with local cultural nuance
Supported alignment across teams and creators in a remote, multi-region setting
Outcome
Delivered a unified and engaging Pride series that connected global audiences and highlighted diverse LGBTQ+ voices within the gaming community.
The program successfully created space for authentic storytelling while maintaining a consistent and thoughtful experience across all shows.
Reflection
This project reinforced the importance of intentionality in culturally driven work.
Strong creative direction in this space is about creating the right framework—one that elevates voices, respects nuance, and allows stories to resonate authentically.
