Our goal was to translate the “Feel Canada” campaign into an event that captured lululemon’s signature feeling. Our team developed an immersive environment, show structure, and dynamic multimedia content ranging from cinematic to educational. Focusing on the details of production, including colour calibration of lighting and media content, we also ensured both photography and live broadcast would showcase the collection’s true colours.
Media attendees and a thousand livestream viewers enjoyed a first look at lululemon’s transformative vision of national identity: a story of courage told through deep reds, metamorphic maples, and a dynamic dressing system. We are thrilled to help mark this moment of Canadian excellence with an event that caught the world’s attention, garnering some 1.8 billion engagements online.