Proud & Present
Role: Strategy, Creative Direction
To make lululemon show up in their first-ever Pride campaign we introduced Proud & Present – an invitation to make Pride a point of reflection – asking people to consider how far the LGBTQ2IA+ movement has come, and how far we’ve yet to go.
The campaign launched in 2019 via lululemon's Instagram. Instead of relying on an external voice speaking on behalf of the brand, we gave space for lululemon's own employees to reflect on topics close to them.
For Pride, we created an installation featuring reflections from the LGBTQ2IA+ community. Situated by Hudson River Park the site invited the public to join free yoga and mindfulness classes in support of The Trevor Project. We also created a limited-edition collection, with proceeds going to the organization.
Since its launch, Proud & Present has become a yearly social campaign,
and has generated some of lululemon's most-watched social content ever.
Photographer, Director: Shawna Ferreira
Executive Design Director: Mary Anne Broccolo
Experiential Designer: Nicholas Garritano
Art Director: Taylor Slyder
Fabrication: Pink Sparrow
ALL RIGHTS RESERVED 2021 – GERDIN.JOHAN@GOOGLEMAIL.COM