This Adidas Superstar pride campaign was designed as a concept proposal for their 2018 pride collection. My design used the Kinsey Scale; as a guide matching up each moon phase in the lunar cycle with a degree of heterosexuality or homosexuality ("view more" button).  Each phase represents a variety of couples, ranging from two male or female-presenting faces to male and female-presenting individuals. The gender ambiguity of the faces was done purposefully as gender is a social construct and it is important to recognize this when designing for an audience that does not all identify as the gender they were assigned to at birth. Whether they are trans, non-binary, or cis it is critical to have all our customers in the LGBTQ+ community feel represented in this design. 

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As a part of the campaign I designed a total of 3 pieces of merchandise, the shoebox packaging and a storefront display.