lululemon Brand Launch

Mexico City works 10 hours a day, commutes 3, and sleeps 6. There is no gap in the day to find yourself through movement.

I conceived Yo Soy from scratch — a platform that didn't sell a lifestyle, but opened a question: who are you when you finally stop? We took a house in La Roma for four days. Free workshops — yoga, pilates, barre, dance. Immersive installations. Every text on every wall written by me.

The activation built the CRM, launched the social strategy, and surpassed Q1 sales projections by 15%.

A brand that asks 'who are you?' will always outlast one that tells you who to be.