Brand Strategy / Concept Development
MATE x Pride
PROJECT TYPE
Cultural Brand Collaboration & Activation
BRAND
MATE.
ROLE
Led the project end-to-end — from concept development and Pride partnerships to narrative strategy, campaign production, and multi-city activations.
YEAR
2022
SHOW YOUR COLORS
Rather than treating Pride as a seasonal sponsorship moment, we wanted MATE to participate meaningfully in the culture around it.
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Together with CD Simon Jones, I developed Show Your Colors — turning the MATE bike into a canvas for identity — an all-white model activated through expressive paint splashes.
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The initiative was developed with Pride in Copenhagen, London, and Tokyo, positioning MATE as an active cultural participant rather than a brand sponsor.
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The concept extended across product design, film, and live activations — including campaign production with Blonde Inc. and Pride installations and events in all three cities.
Extending the platform
To extend the concept further, we partnered with Flügger — integrating paint as both medium and metaphor.
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The collaboration culminated in a live performance installation at the Copenhagen Pride opening, inspired by the expressive roots of voguing and ballroom culture.
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Movement, paint, and performance translated the “color splash” concept into a physical and cultural expression.
Local activations​
