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the wind is a brooklyn based creative duo: photographer Molly Zacher and art director Vada Ortiz

say hello at hello@thewindcreative.com

pride for soulcycle


the wind team contributions: 
creative direction, art direction, photography and graphic design


client: soulcycle
hair and makeup: veronika robova 
talent: anthony, cher, tora, jabs, L, cam, nicky, roger

For SoulCycle’s 2023 Pride Campaign, we set out to create a visual identity built on genuine connection, trading corporate rainbow gloss for something human and alive. Inspired by the layered chaos of community memo boards and fridge-scapes of mismatched magnets, the design draws on the vibrant, lived-in energy of chosen families and unabashed self-expression. The goal: to create a campaign that didn’t just celebrate Pride, but felt like it belonged to the people it celebrates.

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