For years, Chevrolet has openly supported the LGBTQ+ community, featuring same-gender couples in its advertising and consistently sharing messages of inclusion across its channels. But for Pride, we wanted to go beyond words and create actions that people could actively participate in.

We developed Instapride, a digital experience that transformed people’s own memories into a Pride flag. Using an algorithm that sorted images by colorimetry, the platform could “read” a user’s Instagram timeline, select photos based on color, and rearrange them into a personalized LGBTQ+ flag. The result was a unique, shareable visual made from the user’s own life moments, ready to post with the hashtag #SuOrgulloEsMiOrgullo.

But Pride is also about the people inside the brand. The following year, we turned the spotlight inward. We cast Chevrolet employees and created a series of testimonials celebrating the community, giving a voice to those who make the company proud simply by being themselves. The campaign highlighted real stories of identity, pride, and belonging within the organization.

Together, both initiatives reinforced Chevrolet as a brand that doesn’t just know cars, it understands that true leadership means taking action with purpose and creating space for everyone to be seen and celebrated.

My role across both campaigns included developing the core idea, leading the creative execution, and designing the visual ecosystem, from the campaign logo to the overall graphic language that unified the platform across digital and content pieces.