Encouraging reflection during WorldPride.
Proud & Present
After developing a strategy, campaign message and visual identity, 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 lululemon’s most authentic spokespeople, their own employees, to reflect on the topics. Captured via a series of intimate photos and videos, their responses were shared with the world via lululemon’s Instagram throughout Pride Month.
In addition to the campaign videos, we brought the full collection of answers to life through an installation at Hudson River Park. The piece lived on the pier for the last two 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.