Jet x NYC Pride

Three years building Jet's presence at NYC Pride, from a first float made on a small
budget to a full campaign for WorldPride and the 50th anniversary of Stonewall.

Role  Creative direction, design

With Heritage of Pride NYC

Years 2017-2019

2017

Start bold, scale smart

The idea tied Pride to Jet's grocery business through fruit. Early concepts reached for a Moschino-style float and a living fruit wall; the budget asked for something simpler, so it became a giant Jet box overflowing with fruit, emoji fans, and oversized inflatables.

2018

Go bigger with balloons

Balloons became the core idea because they scale dramatically. The float carried a balloon sculpture, and the giveaways mirrored it, so marchers carried the concept with them. Months of design, budget trade-offs, and trips to the fabricator on Long Island.

2019

Pride Forever at WorldPride

WorldPride and Stonewall's 50th anniversary drew an estimated 4–5 million people. "Pride Forever" became a bold logotype built to flex across every touchpoint. When budget cuts threatened the activation, a deck of options won approval to keep it.

Over three years, Pride grew from a first float into one of Jet's most anticipated moments for its associates, and a full campaign on the world's biggest Pride stage.

Credits Creative Director: Eurie Kim · Art Director: Anne Ritchie · Copywriters: Nick Morgan, Lincoln Thompson, Kayla Lamke, Lauren Chamberlain · Producer: Chris Ritter · Event photography: Emily Kingsolving, Shirley Yu