Overview

The L Word: Generation Q reimagines the original series for a new generation. The campaign needed to honor its legacy while introducing a fresh, authentic point of view. The work focused on a modern, inclusive, and emotionally grounded identity without relying on nostalgia or overt symbolism.

Role & Responsibilities

Role: Art Director

Responsibilities:

• Led key art concept development, from sketches through presentation

• Pitched photographer and directed shoot planning and execution

• Designed final artwork and oversaw compositing and finishing

• Executed OOH and digital assets

• Built a style guide to ensure consistency across platforms

Creative Approach

The direction embraced a naturalistic aesthetic, moving away from the bold color language of the original series. Season One used a cool, sun-washed palette that formed a subtle, deconstructed rainbow. A nod to queer identity without explicit iconography. The focus was on authenticity, intimacy, and community. Working with Cass Bird, we captured imagery that feels:

honest, observational + emotionally grounded

credits

Advertising Photographer: Cass Bird
PR Photohrapher: Kharen Hill
Creative Director: Bob Motzenbecker
Art Director: Rebecca Wheatman