Urban Degay – Sparkle Out Loud

To celebrate the 50th anniversary of Stonewall, Urban Decay created a special edition eyeliner named after it and proceeds going to the Stonewall Foundation. Glitter has long been an integral part of the queer community for expression, and for this campaign, we brought it front and center. A bold proclamation of identity and celebration for every member of the LGBTQ+ community because together, we Sparkle Out Loud.

Authenticity in advertising is something I take very seriously. Especially when it comes to the representation of the LGBTQ+ community. Having the right people work on this project was crucial from the start. The majority of the creatives identify as queer while the others are strong allies. The amazing support from our CCO further ensured the integrity and vision of how we celebrated the LGBTQ+ community.

It was very important we worked with a director who has strong ties within the LGBTQ+ community. Someone the cast would respect and feel comfortable with. To represent the spectrum of identities without coming across as cliche or pandering, we worked with talent reps intimately connected to the community. And specifically used street casting of real people for the most 100% real representation.

From signature background models to general extras, we worked tirelessly to create a space that felt inclusive, safe, and joyous. A street that brought together death drops and leather daddies, androgynous lovers and bisexual skaters. A celebration of who we are and what we stand for. To give everyone their moment to stunt, shimmer and shine.