Soul Cycle Pride
Concept and Photo and Video Direction
SoulCycle is a sanctuary and safe space for so many people, including the LGBTQIA+ community. Pride is an important time for them to celebrate their people—riders, instructors and staff. The brief for this project was to create photo and video assets to be used across digital marketing and installations in the cycling studios. The concept is rooted in joy, coupled with activist-leaning posters that leverage uplifting and powerful messages. I worked with LGBTQIA+ artists to create a series of posters inspired by the words SoulCycle riders hear in the studios every day. The wild postings were installed as our shoot backdrop as well as in the cycling studios during the month of June. Posters were passed out to riders and they were encouraged to bring them to their local pride parades.
