“Find Your Liberation” narrows the focus to the individual, and asks “what does queer liberation mean to you and how will you act on it?” For the individual, liberation can be found in the music you love, the queer spaces you treasure, and in the community that you call home. Liberation is a practice, and the more we work on this practice, the more progress we make as a community.

Our campaign’s purpose was to encourage and inspire liberation. To capture this idea we collaborated with illustrator River Cousin who has a unique surrealist and dreamy-like style. We created a visual atmosphere filled with “magic wilderness”; an unconfined space where you can freely and confidently be who you are.

The campaign ran through various Amazon Music touch-points across the UK and limited EU markets.

The campaign includes identity, guidelines, digital, print, OOH, merch and more.

Creative Direction - Ollie Williams
Art Direction and design - Rianna Osanwuta and Ryan Tong
Illustration - River Cousin
Motion - Vitor Meuren