Microsoft Pride

Microsoft Pride. Reimagining the future of experience recycling

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For the fourth year running, we’re partnering with Microsoft to make radical joy visible, lovable, and shareable. This campaign, shaped by LGBTQIA+ voices across the company, reminds us that Pride isn’t just about showing up for ourselves, it’s about supporting each other.

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“You absolutely smashed this. You knocked it out of the park. You exceeded my expectations. You KILLED IT!”

Chris Palazzo, Creative Director, Microsoft

Concept

To celebrate the collective power of LGBTQIA+ communities, we’ve grown a lush, fabulous garden of fuzzy flowers — each one inspired by a different pride flag. Every bloom is unique in shape, shade, and charisma, just like each of us. Queers thrive in unity. That’s our visual statement.

Creative workflow

The process was fully asynchronous — an evolving cycle of visual direction tests, AI-driven exploration, and system-building in Houdini to enable fast procedural refinement. Back and forth, until everything clicked.

Custom Houdini tool

Our 3D generalist built a custom Houdini tool with around ten adjustable parameters — from wind simulation to petal count, lighting, shading and more. This gave us the flexibility to generate a wide range of flag-inspired variations quickly and consistently.

Review

“I'm so happy with the work. I can see the care, the craft, and the attention to detail.”

Chris Palazzo, Creative Director, Microsoft

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