lululemon FEEL
Project Brief
Inspired by the lululemon's latest product launch, we created a fully immersive activation at LA and Houston. These cities were framed up as "key cities" events to establish themselves more in the communities. We encouraged the participants to wear their best gear and get ready to move, FEEL, and experience lululemon in a new way.
People start by resetting their feelings/moods in the first room before moving on to the FEEL SPACE state, which represents the ABC Pants' state. InStill High-Rise Tight represents the FEEL EMBRACE state. We wanted to show the fabric by covering the walls with this specific fabric and letting our participants interact with the walls.
My Role
My role was to design some of the walls and all of the directional signs, as well as some social posts that was posted on Instagram stories of the participating influencers. I worked with the dream creative team at The Marketing Arm with amazing strategists and account managers.
Group Creative Director: Marina Cuesta
Creative Director: Matt Johnson
Associate Creative Director: Catherine Castor
Sr. Art Directors: Justin Lloyd and Jasper Dai
Sr. Copywriter: Caroline Brown
Jr. Art Director: Dunya Bulut
We hosted these events for 2 nights in the each city. There were about 300+ wellness influencers at the LA event in total. Houston had about 600 people for the two nights.
We already had a style guide built specifically for the Feel campaign. It had an emphasis on color usage of Black and White, instead of the popular red color we see that mostly represents lululemon. We added the green gradient and star background details to evoke the feelings of the Feel stages.
