H&M

In 2019, as a Senior Art Director, I led creative direction on The Mixx's pitch to win H&M's 2019 Pride Capsule Collection campaign, "Stay True. Stay You," a clothing line celebrating Pride and the 50th anniversary of the Stonewall Uprising. The scope covered both the campaign video and stills. Our Creative Director trusted me to lead the pitch, and when we won, I stepped into the CD role in practice to bring the concept to life.

Together with the design team, we developed the creative platform "Unapologetic," positioning the collection and H&M as a vehicle for queer self-expression. We built the story around LGBTQ+ visibility in everyday public spaces, like a bowling alley or a laundromat, grounded in one simple idea: Pride isn't confined to a parade route — it shows up anywhere you bring it.

To tell that story authentically, we assembled a creative team that reflected the community it represented, casting diverse, notable LGBTQ+ talent both in front of and behind the camera, including actress and activist Laverne Cox and photographer Luke Gilford.

project type
fashion campaign

agency
the mixx

role 
sr. art director:
creative direction
art direction

deliverables
video & stills
social media assets
out-of-home advertising
in-store stills

contact
hi@angeloalcasabas.com