Client: Tesco
Role: Art Director, Designer, Strategist.
Visualiser : Leigh Fowler
Location: London, Brighton
The Brief:
To celebrate 10 years of Tesco’s partnership with London Pride, we were tasked with creating a show-stopping float that would champion inclusivity, energy, and Tesco’s proud support of the LGBTQ+ community.
The Idea:
As the lead float at London Pride 2023, we needed to make a bold statement. I created the concept: "Jack in the Box!" a playful, dramatic float featuring two giant boxes that built anticipation with countdowns and exploded with surprise performances. Dancers, drag artists, and Tesco colleagues burst out in waves, igniting the crowd in rhythmic celebrations throughout the parade route..
The Experience:
Led the parade as the first float, setting the tone for Pride 2023
Dual Jack-in-the-Box towers with suspenseful music + countdowns
Performers, dancers, drag artists, and Tesco team bursting out on cue
Visual storytelling built around rhythm, repetition, and high visibility
I oversaw concept development, creative direction, production, and live delivery
Results:
Seen by over 1.5 million spectators lining the London Pride route
Featured in hundreds of social media posts and Pride photo galleries
Appeared in TikTok reels, Instagram Stories, and national event coverage
Widely recognised as one of the most joyful and memorable floats of the year
Picked up by outlets covering London Pride 2023 and LGBTQ+ community celebrations
