Case study

Chosen Family
Portraits

11 creative campaigns to know about today.

Home is what you make it. For many in the LGBTQ+ community, belonging isn’t given, it’s built. At Motor City Pride, Rocket invited attendees to capture that belonging in professional portraits with their chosen families. Conversations unfolded. Laughter and love filled the space. Portraits reflected the bonds people shape when the world doesn’t offer them. Inclusion was tangible, visible, undeniable. Even AdAge took notice.

During a moment when every choice was watched, every silence felt, Rocket showed up because inclusion is at the core of our mission, not a trend. Chosen families are home. And home is where everyone belongs.

• Experiential
• Photography
• Social
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A gallery wall of framed photos on a red wall with a sign that reads, "Your pride is picture-perfect." The photos show various LGBTQ+ individuals and groups.
Two smiling young women embracing while holding small lesbian Pride flags.
A red book cover on a wooden table with a shadow across it. White text reads: "Home is belonging."
Close-up portrait of two older men, one in a patterned blue shirt and a baseball cap, looking affectionately at each other.
A large crowd, seated and facing forward, at a sunny outdoor Pride event.
A drag queen with green and yellow hair and a young man smile while holding identical red cards that read "A portrait of chosen family."
A red card with a rainbow stripe reads, "A portrait of chosen family." It displays a photo of a younger person and an older person embracing and smiling.

A gallery wall of framed photos on a red wall with a sign that reads, "Your pride is picture-perfect." The photos show various LGBTQ+ individuals and groups.
A stack of three books: two red and one white. The titles read: "Home is belonging," "Home is my peace," and "Home is acceptance."

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