Pride

For lululemon’s Pride campaign, I partnered with product and marketing to create a concept inspired by early internet forums and 90s hangout spaces—places where LGBTQ2IA+ communities first found connection and belonging. Grounded in community insight and business goals, we developed the creative direction Ultra Nostalgia: a celebration of those safe spaces reimagined through a modern, joyful lens.

I built out the full visual identity, co-led art direction, and carried the concept through every detail—from casting to production styling—to ensure the work felt authentic and resonant. Guided by my belief that design is storytelling, not decoration, this campaign reflected my process: listening deeply, shaping a sharp concept, and crafting a holistic creative system that delivered both cultural meaning and emotional impact.