HANNAH
SCIBETTA







Summer 2022

Converse

Pride



The concept of chosen family is not exclusive to LGBTQIA+, however with 39% of LGBTQ adults having experienced rejection from family members or friends, or that 40% of homeless youth identify as queer, it is very common for members of the LGBTQIA+ community to seek out the support and love their family might not be able to provide. 

For this campaign, we amplified All Stars who help unite the LGBTQIA+ community by sharing their stories of the importance of home, family, strength and support within these communities.  We captured them with their families in the places where they feel they most belong.

This comprehesive user experience spanned across all direct-to-consumer digital channels, showcasing the six Converse LGBTQIA+ All Stars, the Pride collection, and Converse's dedication to community support through grants and philanthropic initiatives.




Goal


This summer, we will celebrate the multi-faceted queer community via the lens of "found family" with an exclusive Converse Pride collection of products.


Consumer


LGBTQIA+ Community | Allies



Converse By You Landing Page




Pride Landing Page  /  Kids Landing Page  /  Pride Gridwall  /  Bio Modal




Imagery

Digital Design: Hannah Scibetta
Creative Direction: Heather Park
Project Management: Greg Frank
Content Strategy: Jacqueline Bromby
Copywriting: Bethany Sales




RESUME