A show-stopping float celebrating 10 years of Tesco at Pride. We turned the parade into a moment of surprise and release. Two giant Jack-in-the-Box towers. Countdown. Then chaos. Dancers, drag artists and Tesco colleagues bursting out in waves.
A rhythm-led spectacle that set the tone for Pride 2023.

Seen by 1.5M+ spectators along the route.
Featured across social, TikTok and national event coverage. Widely recognised as one of the standout floats of the year.

Role: Art Direction, Design, Strategy