Larger Than Life - A Celebration of Queer Joy for Sydney Pride

Role: [Creative Direction · Campaign Concept · Art Direction · Multi-channel Execution]

creative direction

Led the creative vision for Merivale’s Larger Than Life Pride 2023 campaign, coinciding with the global WorldPride celebrations. Cast from within Merivale’s LGBTQIA+ staff community, the campaign centred real stories and real people - amplified through bold, surreal visuals that embraced joy, vibrancy, and queer celebration. Lead the creative and full rollout including print, digital, and venue assets.

Campaign Concept & Intent

With Sydney’s Mardi Gras elevated to WorldPride status, this campaign was designed to match the scale - emotionally and visually. Each image featured a Merivale staff member styled with larger-than-life event props (cocktails, cherries, disco balls) to capture the emotion and exuberance of Pride season. The surrealist creative direction reflected a heightened sensory experience and sense of community.

Multi-Platform Rollout

The campaign extended across Merivale’s venues and channels:

  • A print magazine distributed to patrons

  • Branded accessories for staff

  • A seaplane dressed in LGBTQIA+ colours

  • 40+ events designed and promoted across multiple touchpoints

All creative was united under the Larger Than Life identity, blending editorial polish with celebratory energy.

Published post here
Published article here

Photographer: Georges Antoni

Stylist: Sarah Starkey

Illustration: Paulina Almira

Hero image from Merivale’s Larger Than Life campaign featuring LGBTQIA+ talent posing with metallic dogs. Creative direction by Elen Le Glanic for Sydney World Pride 2023.
Talent posing with oversized pool floaties as part of Merivale’s surrealist Larger Than Life campaign. Art direction by Elen Le Glanic for Sydney World Pride.
LGBTQIA+ talent styled with surreal cocktail props and cherries for Merivale’s World Pride campaign. Art direction and production by Elen Le Glanic.
Campaign posters in situ as part of Merivale’s surrealist Larger Than Life campaign. Art direction by Elen Le Glanic for Sydney World Pride.
Hero image from Merivale’s Larger Than Life campaign featuring LGBTQIA+ talent posing with an oversized disco ball. Creative direction by Elen Le Glanic for Sydney World Pride.
Poster of campaign in situ as part of Merivale’s surrealist Larger Than Life campaign. Art direction by Elen Le Glanic for Sydney World Pride.
Window design in situ as part of Merivale’s surrealist Larger Than Life campaign. Art direction by Elen Le Glanic for Sydney World Pride.
Printed magazine cover for Larger Than Life campaign, distributed during World Pride 2023. Layout and design by Elen Le Glanic.
Animated GIF looping through key visuals from the Larger Than Life World Pride social media campaign for Merivale. Concept, art direction, and creative lead by Elen Le Glanic.
Seaplane featuring Merivale’s Larger Than Life rainbow branding flying above Sydney. Designed to celebrate Sydney World Pride. Creative by Elen Le Glanic.
Poster of campaign in situ as part of Merivale’s surrealist Larger Than Life campaign. Art direction by Elen Le Glanic for Sydney World Pride.
Printed Pride magazine designed for Merivale’s Larger Than Life campaign, celebrating LGBTQIA+ staff and events during Sydney Pride 2023.
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