I led creative development for lululemon’s World Mental Health Day activation, centered around the belief that movement and community are powerful tools for improving wellbeing. Our concept invited guests to “move to feel” — pairing emotional storytelling with distraction-free performance product. The work connected back to FA24’s campaign ethos and scaled across event, social, ambassador, and retail touchpoints globally. The activation helped reinforce lululemon’s unique position at the intersection of movement and mental health.