Coach Pride 2021
Pride is where you find it.
Two years into the pandemic, we were thinking about cancelled Pride celebrations in major cities, and thinking too about queer people in communities across the country (and the world) who didn’t have the benefit of big urban centers where they could find their community.
Our tagline, “Pride is where you find it,” suggests that Pride isn’t about a particular event or place, it’s a state of mind. So we enlisted a team of young, queer photographers and directors from production company Thursday’s Child and sent them around the country (virtually) to ask our cast where they find their Pride.
Working from a list of questions we’d compiled in advance, cast members like Stasha Sanchez (Miss Continental 2018, Legendary) Bob the Drag Queen (RuPaul’s Drag Race), Jack Mizrahi (Pose, Legendary) and recording artist Rina Sawayama told us about the places and people that feel like home to them.
We got the word out to our email audience, making sure to put our cast front-and-center in our product.
Our Pride content headlined Coach’s homepage during the month of June.
And appeared in dedicated content spots through the site experience.
We edited our cast’s interviews into quick, digestible snippets designed for social, too.
In our monthly interview series, Coach Conversations, we let Bob the Drag Queen, Ts Madison and Jack Mizrahi go deep: talking about where they found their chosen family, the conversation around the ‘right’ way to celebrate Pride, and what success looks like to them. And yes, they sang some Aretha, too.
Senior Copy Manager: Jon Roth
Art Director: Travis Witmer
Director, Creative Content: Lance Gorton
Deputy VP, Creative Content: Jonathan Bailey
Senior Director, Copy Concept & Editorial: Emma Ciufo
VP, Global Brand Marketing: Courtney Colavita