iHeart Radio: LA Pride Parade 2023
In the first week of pride month, June 2023, I was tasked to design iHeartRadio’s LA Pride Parade float that incorporated picket signs featuring a giveaway to win Taylor Swift: The Eras Tour concert tickets.
The float was part of the largest longest-running Pride Parade in Southern California. In 2023 alone, LA Pride Parade’s mile-long procession along Hollywood Blvd. had nearly 150,000 attendees and was broadcasted live on ABC7. The live coverage won them an LA Area Emmy Award.
The float I designed was featured in LA Pride Parade’s official 2023 photo gallery, all image credit goes to Ashley Osborn and Dana Pleasant.
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Create an eye-catching, vibrant float design for iHeartRadio that resonates with the spirit of Pride while promoting iHeartRadio stations. The float should also integrate a fun contest element (Taylor Swift: The Eras Tour LA concert ticket giveaway) with picket signs to engage attendees and be part of the high-energy LA Pride Parade.
Deliverables:
QTY: 1 - Flatbed Truck, 16’ Long, 8’ Wide
QTY: 2 - Side Panels
QTY: 2 - Wheel Covers
QTY: 1 - Rear Cover/Door
QTY: 3 - Cab Wrap/Decals, Front & Sides
QTY: 4 - Truss Wraps
QTY: 4 - Truss Tops
QTY: 1 - 5’ DJ Booth
QTY: 2 - Taylor Swift Concert Ticket Giveaway Picket Signs
QTY: 1 - iHeartRadio Rainbow Heart Icon Backdrop
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As the lead designer for the float, I integrated hot pink with rainbow hues to create an energetic and celebratory atmosphere that aligned with both iHeartRadio’s brand and the spirit of Pride. I also incorporated a heart-dot pattern to symbolize love, sound/music, and unity. The float featured picket signs promoting the Taylor Swift: The Eras Tour LA concert ticket giveaway, adding a fun, interactive element for attendees. I carefully considered color balance, logo placement, and overall layout to ensure a visually dynamic experience for parade-goers, elevating iHeartRadio's presence in the event.
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One key obstacle during the project was a truss installation mishap, where the truss header was set up too long, affecting the overall effectiveness of the float. While this issue was outside of my control, it impacted the float's final execution. This experience highlighted the importance of close coordination with installation teams, which I later applied to improve the process for my 2024 float design.
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The float successfully captured the essence of Pride while also highlighting iHeartRadio's brand and engaging the crowd with the Taylor Swift concert ticket giveaway. The float played an integral role in the high-energy parade, which gained widespread attention and visibility, contributing to iHeartRadio’s presence in the LA Pride celebration.
This project was featured in the official 2023 LA Pride Parade photo gallery, cementing its place as one of the event's memorable visual moments. This project also provided valuable lessons in installation coordination, which I carried into future work, including the more refined 2024 float design (also featured in this web portfolio).
Final Approved Deliverables
Below are images of the final approved activation. They are broken down into individual deliverables with descriptions. Please click/tap to enlarge.
Side Panels, Wheel Covers, and Rear Cover/Door.
Cab Wraps/Decals, Front & Sides.
DJ Bar.
Truss Tops.
Truss Wraps.
Placement/View. Rendered by Ismael (Nick) Flores.
Taylor Swift Concert Ticket Giveaway Picket Signs.
iHeart Radio Rainbow Heart Icon Backdrop.