Newark Pride

Objective

Showcase Newark Urby’s community culture and inclusivity by highlighting a high-energy resident event, positioning the property as more than housing — but as a space for expression, celebration, and connection.

Strategy

Leveraged a trending Charli XCX audio to align the content with current TikTok momentum while matching the bold, high-energy tone of the drag brunch event. Focused on dynamic, movement-driven clips of residents confidently strutting and dancing to create a participatory feel rather than passive event coverage. Structured the edit to spotlight both performers and residents, reinforcing a sense of shared community experience rather than staged promotion.

Impact

Strengthened brand perception around inclusivity, vibrancy, and resident engagement. Demonstrated how event-based content can drive emotional connection and showcase authentic community culture, enhancing Newark Urby’s identity as a socially active and welcoming space.