CRYSTAL CASTLE, 2017

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For PRIDE TORONTO x ABSOLUT

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After consulting with Absolut’s Brand Strategists and Pride’s Curator, they wanted to step away from the typical 2D backdrop photobooth and preferred an approach to have participants interact with a 3D activation. Our vision was to create an inclusive space for Pride participants and play on the theme of Crystal Castle and popular hashtags of that time, i.e. #PrideUnicorns. Participants would sit on the structurally sound life-size horses while immersed in dichroic reflection during photo shoots.

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Photographs © Somewherelse