Pinterest is the world’s inspiration app, and the home of sharing ideas. But they wanted to diversify the creators on platform — appealing to a different type of creator and moving them away from their cookie-cutter, not diverse image. So we casted the tech brand’s most multicultural, multi-disciplined spot they’d had to date.

We invited creators to shape the spot by collaborating with us on what exactly they wanted to create and showcase as a representation of them within the spot.

The campaign spotlighted a roster of incredible, genre-defying creators including floral designer/Bloom + Plume owner Maurice Harris, Drag Race star Miss Fame, iconic fashion + hiphop stylist June Ambrose, interior designer Dabito, dynamic makeup artist SweetMutuals and activist/hair sculpturist Laetitia Ky.

Alongside the launch spot, creators made (or re-activated) Pinterest accounts where they showed a behind-the-scenes step-by-step of each of their creations featured in the commercial.


This project is:
Client-commissioned

Agency
72andSunny Los Angeles

My Role in This Project
As a Creative Director on this project, myself and my then-partner (another WOC multicultural Creative Director) wanted to bring a vibrancy and irreverence to Pinterest’s work that would help set up their future brand work. At the time of this project’s creation, the then 10-year-old brand had yet to develop their marketing voice. We wanted this work to help inspire them to make daring choices are they carve their brand identity.

Our senior creatives led a bold visual identity and tone of voice, while our director Danielle Levitt (a film director and fashion photographer) took our creative vision and gave it even more edge and dynamism.

Part of leading this project was handing the reigns to the people on my team who had the best pulse on culture: our most junior teammates. Their expertise and pulse on what trends are cool, and what innovators are making change, brought fresh perspectives and helped us source a rich and robust cast of creators.