VIRTUAL RETAIL CREATIVE DIRECTION
LULULEMON
A narrative driven virtual ecommerce experience for the launch of the Chargefeel 2 shoes
My Role
CREATIVE DIRECTION, SPATIAL CONCEPT AND ART DIRECTIONI led the successful creative pitch and developed all spatial concepts, floorplans and art direction, including the timeline-based UI and sequence of moments for the second concept. I led a team of 3D artists, a UI designer and an engineer from initial concept slices through to delivery of the full experience.
THE BRIEF
Create an immersive virtual brand experience to support the launch of Lululemon’s CHARGEFEEL 2 shoe, translating the campaign into an interactive spatial journey.
CONCEPT 1
I worked on the concept alongside their campaign. The concept initially focused on the feeling of being ‘charged’ within a space that increasingly reflected this based on the user’s interactivity.Starting from the centre in a dark space, the user would unlock new areas and light it up as they explored.
As the campaign developed, the focus shifted to three key moments to encapsulate the raw emotions felt throughout the day for the wearer of the shoe: Run, Train & Go. The shoes were a symbol of versatility, supporting the wearer through the different moments of their day, from their daily routines, workouts and ephemeral moments captured against different times.
As a keen runner, the idea for the second iteration of the virtual experience actually came to me whilst on a lunchtime run. It felt clear to me that the concept needed to reflect a linear timeline of the three key moments (Run, Train & Go), whilst allowing the guest to re-experience the different moments at the end.
I re-worked the concept to follow a linear path, with the addition of a UI timeline, where the guest would transition through each moment and feeling.
The shoes morphed into giant, surreal central protagonists of the experience. I pushed the world building to blend between real life spaces with fantastical, ambiguous elements to add moments of surprise.
I designed the experience to highlight the additional features, including virtual try-on of the shoes, additional garments, virtual exercise videos, Lululemon’s Ambassador quotes and the campaign material.