Mr. Leech

Campaign
Cultural Jamming

Mr. Leech is a conceptual graphic campaign that critiques corporate performative allyship and “rainbow capitalism.” The project explores how brands temporarily adopt inclusive language and rainbow aesthetics during Pride Month, only to withdraw support once visibility becomes less profitable.

Framed as a playful yet unsettling mascot, Mr. Leech embodies corporate empathy as a parasite, feeding on queer representation for cultural capital while offering little lasting support in return. Through posters, digital notifications, and sticker-like brand graphics, the project repurposes familiar corporate visual languages to expose the transactional nature of performative inclusivity.