Encouraging reflection during WorldPride.
Proud & Present
We found the most authentic spokespeople possible–lululemon’s employees.
After developing the strategy, campaign messaging, and a visual identity, we assembled a lululemon advisory board to weigh in. Together, we developed a series of questions that touched on anything from personal topics to broader issues related to the LGBTQ+ community at large.
We then invited some employees and ambassadors to reflect on the topics, which we captured through a series of intimate photos and video pieces. These portraits were shared with the world via lululemon’s Instagram page throughout Pride Month.
In addition, we brought the full collection of answers to life through an installation at Hudson River Park. The piece lived on the pier for the two final weeks of Pride month and invited people to add a moment of reflection to their own celebrations.
Sharing in Community
To give the community further space to slow down and reflect, we worked with lululemon to host a special yoga practice at Hudson River Park, inspired by the LGBTQ+ topics we helped create.
The donation-based practice raised money and awareness for the work that The Trevor Project is doing with the LGBTQ+ youth.