WE ARE ALL HEROES – Merivale Mardi Gras Campaign

Role: [Creative Direction · Campaign Concept · Photo & Video shoot Oversight · Content Oversight]

creative direction

Creative lead on Merivale’s 2022 Mardi Gras campaign WE ARE ALL HEROES, celebrating the everyday superheroes of the LGBTQIA+ community. The campaign honoured individuals who uplift, advocate, and inspire — whether they wear a cape or not.

A major focus of the work was envisioning and developing the look of each hero: from the concept of their bespoke superhero costume to the design of accessories and props. Worked in close collaboration with stylists to craft individualised looks for each participant, ensuring their personality and story were reflected through design, colour, and symbolism.

Concept & Creative Direction

The idea was simple but powerful: "We are all heroes." The campaign highlighted real community members - from drag icons to quiet changemakers -each styled to represent a colour of the Pride flag. Through bold portraits, video storytelling, and editorial content, the campaign embodied pride, power, and self-expression.

The creative approach blended sincerity with theatricality, showing that being a hero doesn’t require superpowers - just the courage to be yourself and support others.

Campaign Deliverables

  • Video content series featuring community interviews

  • Digital and print advertising assets

  • Social media campaign

  • Event collateral and staff accessories

This campaign celebrated not only Mardi Gras, but the individuals who live its values all year long.

Merivale published article here

Photographer: Georges Antoni
Director: Claudy Rose
Stylist: Sarah Starkey
Costume styling: Max studios

Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content

photograph of campaign participants, each dressed in a color of the Pride flag, symbolizing unity and resilience. Creative direction by Elen Le Glanic.
Video extract of the “We Are All Heroes” campaign photoshoot, showcasing the collaborative effort. Art direction by Elen Le Glanic.
Portrait of LGBTQIA+ community member in custom-made costume representing a color of the Pride flag. Art direction by Elen Le Glanic for the “We Are All Heroes” campaign.
Poster design featuring bold typography reading “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Group photograph of campaign participants, each dressed in a color of the Pride flag, symbolizing unity and resilience. Creative direction by Elen Le Glanic.
Online article of “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Poster design featuring bold typography reading “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Poster design featuring bold typography reading “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Poster design featuring bold typography reading “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Window mock “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Poster design featuring bold typography reading “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Poster design featuring bold typography reading “We Are All Heroes,” part of Merivale’s Mardi Gras 2022 campaign. Creative direction by Elen Le Glanic.
Portrait of LGBTQIA+ community member in custom-made costume representing a color of the Pride flag. Art direction by Elen Le Glanic for the “We Are All Heroes” campaign.
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