Meet blissfeel.
Creative lead, Art Direction for inaugural footwear launch for apparel brand lululemon.
For 20+ years, lululemon innovated the best-feeling performance apparel. Now they’ve extended that feeling to shoes. To design the best-feeling footwear, they had to solve for an unmet need: performance shoes that are built for the female foot instead of being shrunk down from a male’s foot. (à la “Shrink it and Pink it”, the shockingly still common practice of gender-bias in product design).
In 2022, I came onboard lululemon’s global brand creative team to deliver creative concepts producing full funnel creative for the launch of the first ever footwear collection from lululemon.
The creative focused on hero imagery featuring global ambassadors from all over the world. Complimenting product superiority assets of footwear were fundamental to the campaign in showcasing new product while simultaneously inspiring women to ask themselves; How far can better-feeling shoes take you?
New York Local Activation: A Homecoming
A bigger than life portrait feature of global ambassador Mirna Valerio in her hometown of Brooklyn NY.Campaign Overview
Key graphics incorporating hero action and portrait photography shot in Mexico City and Shanghai.
Key Animation
ART DIRECTION | KIM WINDERMAN
CREATIVE DIRECTION | DAMIEN WEBB
CDMX ACTION AND PORTRAIT STILL PHOTOGRAPHY | MAGDA WASINSKA
CHN ACTION AND PORTRAIT STILL PHOTOGRAPHY |
STILL LIFE FOOTWEAR PHOTOGRAPHY | JENNA ST. MARTIN
ASSISTANT ART DIRECTION, SOCIAL + MOTION ASSETS | CHELSEA FLAHERTY
DESIGN SUPPORT | ED BAIGRIE
MOTION DESIGN AGENCY | STUDIO DUMBAR AND MINIAC FILMS
AGENCY DIRECTION | MARYBETH LEDESMA FOR DROGA 5
BROOKLYN MURAL ACTIVATION | COLOSSAL MEDIA
SHOT ON LOCATION IN MEXICO CITY, CDMX and SHANGHAI, CHN