eBay at London Pride
eBay at London Pride
Over years of working with eBay UK, I’ve developed a strong understanding of its community. Through community management and UGC sourcing, I saw how eBay acts as a creative funnel for self-expression, particularly through fashion.
My Role
Creative ideation · Creative direction · Talent sourcing · Team briefing · Scouting · Storyboarding · End-to-end production
London Pride 2024 marked eBay’s first activation with Taboo, celebrating the energy of the event while exploring fashion as a form of expression — how people style themselves, who inspires them, and most importantly, how they feel when choosing an outfit.
Alongside this, we created a second asset built from an established franchise — a natural fit for London Pride, where fashion sits at the heart of identity and expression.
London Pride 2025
Following the success of the previous year, we elevated the concept and partnered with eBay US to deliver a cross-market activation of Tea Time.
The US activation launched at San Francisco Pride, while the UK execution came to life at London Pride, presented by Tiara Skye — a respected community icon who brought authenticity and energy to the creative.
Alongside the hero social-first asset, we engaged pre-loved-wearing members of the Pride community to create a new Style Spotting series, developed in collaboration with the US team and rooted in fashion as self-expression.
