Pinterest's rousing ad summons the creator in you

Campaign from 72andSunny follows new tool updates like Story Pins

Published On
Oct 01, 2020

Editor's Pick

A colorful new campaign from Pinterest issues a call to creators, following a series of updates to the platform such as Story Pins and new creator profile tools.

The ad, by 72andSunny, is Pinterest’s first creator-centric campaign by the agency. It features real-life creatives such as Miss Fame of Ru Paul’s Drag Race, florist Maurice Harris, who creates floral installations that honor Black art, rising star Mexican food chef Daniela Soto-Innes and celebrity stylist June Ambrose. All are pictured showing off some of their creations, from Soto-Innes' tie-die tacos to Harris' floral headwear.

The spot was directed by Danielle Levitt via production house M ss ng P eces,  via a remote shoot. Creators were captured over four days in three continents (the U.S., Europe and Africa) and three states (California, New York and Georgia). Levitt directed talent remotely via video, with a small local production crew in each location (according to the brand, creators' friends and family also helped out.)

The campaign breaks on YouTube, Pinterest, creator social channels, Twitter and Instagram, alongside an open letter from Pinterest’s CMO, Andréa Mallard, outlining Pinterest’s ongoing commitment to creators.

It follows Pinterest's previous uplifting efforts from the agency during the pandemic, which included a message to "stay inspired" during the tough times and another push that appealed to people's creativity to encourage mask use.