Mercedes-Benz | Safe Spaces

To help Mercedes-Benz celebrate Pride and signal their commitment to LGBTQIA+ rights, we wanted to avoid the typical performative, check-off-the-boxes social posts. So we created the Safe Spaces program, a partnership with the nonprofit Athlete Ally, dedicated to making the sporting world safer and more inclusive. Our first installment featured professional skater Leo Baker, discussing their experience as a transgender athlete. The striking palette of the videos was a way to acknowledge the heritage and history of the rainbow flag without simply co-opting it.

Program Launch Trailer

Our announcement of the program used the Mercedes-Benz G Wagon as a visual signifier for maintaining a safe space in hostile landscape.