Pride is movement

Pride isn’t a logo moment, it’s a movement.

For Pride, Vital Proteins set out to show up authentically: celebrating Pride culture in a way that aligned with the brand’s belief in movement, strength, and self-expression.

We partnered with Chicago Vogue School, a community that celebrates all bodies in motion, and drew inspiration from ballroom culture where performance, presence, and confidence are everything.

The campaign brought this world to life through movement as language. Not just how you look, but how you move, feel, and take up space. Pride lived in the body, not the branding.

The result was a cultural collaboration rooted in respect, not optics, honoring Pride through confidence, motion, and unapologetic self-expression.