lululemon Social
We concepted and produced organic social content series aligned with lululemon’s brand philosophy: Live Like You’re Alive.
It started with a man-on-the-street card game that challenged people get after it on the spot. Then we asked people in NYC a simple question, “Wanna Glow Up?” and invited them to try on a new pair of leggings and try them out in a work out class with an incredible lululemon ambassador.
And we led the concepting and production of a livestream for the lululemon Summer Club and the 10-Year Align Anniversary. It slayed. And it drove engagement on TikTok and Instagram and reinforced lululemon’s unique voice on social.
LIVE like you’re alive cards
Live like you’re alive cards
We created a playful, ownable game to show that you don’t need a gym membership or strict routine to get moving, because the world can be your gym with lululemon.
Each episode was hosted by the same content creator in a different location, where pedestrians pulled a card to reveal a fun, elevated movement challenge. The series encouraged people to rediscover the joy of spontaneous movement.
Wanna Glow Up?
“Wanna Glow Up?” To launch lululemon’s new Glow Up leggings, we stopped people outside workout studios and asked if they wanted to try on the leggings and join a high-intensity workout led by Callie Gullickson. As they put Glow Up to the test, we captured their real-time reactions and boosted confidence.
SUMMER CLUB Livestream
In summer 2025, lululemon launched the Summer Club in the Hamptons to bring its “Live Like You Are Alive” spirit to life.
To promote the experience, we went live from the Hamptons on TikTok and Instagram. We showcased the full Summer Club experience and highlighted the 10-Year Align Anniversary.
Jungmin and I led the full concept development, scripting, and on-air hosting during the livestream, ensuring every moment felt elevated and engaging. (Thousands of fans thought it was.)
