Campaign Overview:
For Pride 2025, Bumble needed a holistic campaign that would tie together every touchpoint and create a consistent story around how we celebrate Pride. From this starting point, I developed a creative concept built around self-love and the fluidity of identity. The idea drew inspiration from refracted light, mirrors, and prisms symbolising multiplicity and transformation. They reflect many versions of ourselves: ever-evolving, multifaceted, and powerful when embraced in full. We carried this visual language through every asset, including our brand photography. Through reflective materials, subtle rainbow light leaks, and prismatic shapes, the campaign conveyed that identity isn’t fixed or singular but a spectrum.

The bus at Pride Madrid
To bring this vision to life, Bumble partnered for the third consecutive year with two of Spain’s most influential voices, Dulceida (5.5M+ followers) and her wife, Alba Paul (1.1M+ followers), amplifying the message of love and inclusivity.At the heart of the campaign was a mirror-wrapped bus at Europe’s largest Pride Parade. I was tasked with creating the concept for the bus as a living tribute to the people who make Pride what it truly is. As the bus moved through the streets, it reflected the crowd back to itself, turning every photo or selfie into a moment of visibility, self-love, and collective celebration.