HBO HUMAN BY ORIENTATION

A brand built to celebrate queer identity as cultural power. HBO asked us to evolve Human By Orientation from a name into a movement — anchored in the rallying cry: celebrate our proudest, queerest selves. We crafted a visual and verbal identity rooted in fluidity, pride, and fearless expression.

The rainbow became radiant gradients. The voice, warm and unmissable. Launched with HBO’s digital Pride, the campaign reached 1.37 billion impressions on day one — redefining what queer visibility could look and feel like on screen.