ADIDAS PRIDE CAMPAIGN “LOVE UNITES” WAS DIRECTED AND PHOTOGRAPHED BY A GAY ARTIST/ACTIVIST AND WOMXN OF COLOR
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THE director behind Adidas' 2019 pride shoot is a gay womxn of color who believes that imagery is the key to LGBTQ advocacy.
Due to the largely homogenous photography and film industry, many pride campaigns, while being inclusive with their talent and subject, still exclude queer content creators. Many brands simply do not prioritize finding photographers and directors who are a part of the LGBTQAI+ community to create the work.
Gia Goodrich is an award-winning Director/ Photographer whose body of work is dedicated to creating visibility for the LGBTQAI+ community and people of color. Her work in the beauty and fashion industry is always pushing for inclusivity, representation and expanding rigid notions of beauty. In addressing the impact of this project she said:
“Representation is just as important behind the scenes as it is in front of the camera. Our industry is dominated by white, cis, hetero dudes telling the stories, our stories. It’s imperative for brands to bring in creators who represent diversity to share their experiences and unique ways of bringing these projects to life. And to celebrate those creators for helping us see the world differently.”
“The fact that ADIDAS made a conscious effort to hire someone who is a part of and vocal advocate for the LGBTQAI+ community is impactful. Giving creators like myself the agency to tell our own stories is powerful and how it should be done. I hope other brands pay attention and follow suit.
“I grew up in a media landscape where I didn’t see myself reflected, affirmed, and valued. For me, it was the absence of multi-ethnic and racially ambiguous people that made me feel like I couldn’t be beautiful and that something about me was wrong. As a result, I grew up feeling unworthy and ashamed of who I was. At 35 I still have to work hard to rewire these stories of inferiority, because they pop up often to hold me back from the greatness I have within me. So I’ve dedicated my life to creating visibility and an empowered representation for those of us who are marginalized or told by society we’re not good enough.”
CONTACT: Gia Goodrich | firstname.lastname@example.org | t 971.322.5470