As the Art Director of Wanderlust (a yoga and wellness hub), I worked to deliver many campaigns that showcased the adidas X Wanderlust partnership in 2017.
The multi-faceted relationship offered the best of both brands, reflecting the passion they shared for an active and adventurous lifestyle. The initiative spoke to healthy-lifestyle devotees, including trainers, instructors, and festival attendees.
The story we shaped redefined adidas’ concept of ‘sport’, offering an evolved perspective that was inclusive of more mindful and wellness-centered activities.
The co-brand was highlighted across 25 multi-day festivals and single-day events in the US, two media content campaigns, and the global debut of their co-branded yoga apparel line, which launched on International Yoga Day in 2017.
I led the art direction and branding for the adidas × Wanderlust dome activation, an immersive retail and gathering space within the festival. The concept, The Conservatory, blended natural materials and reclaimed wood with a minimal geometric aesthetic inspired by sacred geometry. A central stage anchored performances and talks, while layered greenery created a sense of immersion within the structure. The space also needed to function as retail, with roughly half of the dome dedicated to merchandising and changing areas. The result was a distinctive environment that combined architecture, retail, and brand storytelling, becoming a focal point of the festival experience.
There is no partnership without collaboration, and the biggest win for our creative team at Wanderlust, was that adidas extended the partnership for another year.
Featured work
Lighting the sails of SydneyProjection Mapping | Heritage Storytelling
National Film and Sound ArchiveCultural Brand | Identity System | Design Lead
EquitableHeritage Brand | Modern Repositioning
NFSA PlayerStreaming Platform | Creative Direction | Launch
Wanderlust FestivalExperiential Brand | Global Festivals | Creative Direction
Wanderlust 108Festival Series | Creative Direction | Brand Experience
Visible LightVisual Identity | Research | Experimental Design
SidewaysPhotography | Visual Storytelling | Personal Work
AvisMobility Brand | Identity | Campaign
