Friend of Dorothy. Friend of Deloitte. Deloitte’s Pride 2019 sponsorship needed to acknowledge the history of the moment: June 2019 was the 50th anniversary of the Stonewall riots in New York City, the initiating event of the gay liberation movement. It was also the 50th anniversary of the death of Judy Garland, an icon and central figure in gay culture. The two events are intimately connected: The Wizard of Oz, for instance, cemented the term “Friend of Dorothy” as a coded reference to a queer person. To fully celebrate this historic landmark, we created a series of joyous and colourful design pieces: a custom hero image, monumental float conceived in partnership with McWood Studios, and a full-scale installation at the Toronto offices to kick-off Pride week celebrations. Because of its intimate connection to my own identity and culture, this is my favourite project that I have worked on at Deloitte.
Hero image development
Float design
Credits
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Kevin Calaguiro
Creative Director/Copywriter
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Michael Cherny
Copywriter
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McWood Studios
Float design and build
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Martin Purcell
Ruby slippers
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Naomi Finlay
Photography (Installation)