role: creative direction
lululemon / Footwear Launch
After 4 years of research and development, 1 million volumental foot scans and countless rounds of wear testing, lululemon launched footwear to the world on International Women’s Day. An immersive multi-level media journey in NYC was crafted to tell the story of lululemon’s women-first innovations and introduce four protagonists as ambassadors of the launch. An on-stage keynote featured the CEO and select executives sharing the product development story, with a choreographed product reveal moment. The event culminated with a run-trialing experience throughout NYC and 1-on-1 interviews to maximize press engagement and earned media.
