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, and emotionally grounded.

credits

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