About Work Contact
ROBLOX CREATIVE DIRECTION 1.2M VISITS
LULULEMON
Year 2 renewal activation within Planet HUGO and with Pop Up integrations across partner experiences.
Following on from successfully leading the creative pitch to secure the contract, I led creative direction for a new virtual world to coincide with the release of Lululemon’s CHARGEFEEL 2 shoe.
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 users 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 versatilaty, 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.