Hello!

I’m Angela Li, a graphic designer believes the process of a creative experiment is as valuable as its outcome. ︎︎︎

Wundermost︎︎︎

︎ Client: lululemon

First launched in NYC, lululemon hosted a 12-day experiential pop-up to unveil their newest category, 'Seriously Soft', encapsulating the essence of softness where boldness begins. Optimist collaborated with lululemon to produce and exhibit the concept of premium softness, utilizing the proprietary fabric technology, Nulu, to adorn the walls.

Learn More ︎︎︎

JEAN-MICHEL BASQUIAT Exhibition︎︎︎

︎ Client: KING PLEASURE

Working with The Estate of Jean-Michel Basquiat, the King Pleasure exhibit launched in March of 2023
An unapologetic marketing approach of the exhibit has included a targeted OOH campaign, paid media, owned social, content capture, print media, and programming. Recent programming (shown): book signing at Maxfield, Ride for Black Lives special ride and exclusive viewing, and inspired film series screening at Ava DuVernay’s arts and social impact collective, ARRAY.

Learn More ︎︎︎

GET INTO IT. ON US.︎︎︎

︎ Client: lululemon

As the sun began to rise over UCLA on event day, an electric atmosphere enveloped the campus. Students lined up before dawn, with some even sleeping in line to ensure they wouldn't miss out. In the heart of Bruin Plaza, the bold brand experience space hosted over 1000 students during the immersive try-on event, allowing them to experience lululemon's best selling bottoms. It was a day filled with curiosity, discovery and excitement.

Learn More ︎︎︎

FURTHER launch︎︎︎

︎ Client: lululemon

Fifty international media were invited to lululemon's HQ in Vancouver for the announcement of FURTHER. The brand's initiative celebrates human possibility and demonstrates how far women can go when supported with resources and product innovation. Optimist was tasked with developing and executing the multi-day experience, highlighting FURTHER and lululemon's foundation in holistic wellness.

Learn More ︎︎︎

unBoxed 2022︎︎︎

︎ Client: Amazon Ads

unBoxed, Amazon Ads’ annual tent-pole event, brings the world of Ads under one roof to educate advertisers on how to leverage Amazon Ads to create better connections with their customers. Amazon is already the world’s marketplace. unBoxed furthers the link by creating a place for thought leaders to connect and converse about emerging trends in the marketing and advertising space while highlighting opportunities and new offerings within the Amazon ecosystem.

Learn More ︎︎︎