Amazon Port 2025︎︎︎
︎ Client: Amazon
The Cannes Lions International Festival of Creativity has set the stage for groundbreaking ideas, cutting-edge innovations, and creative collaborations for decades. Amazon showcased its expertise in storytelling, technology, and full-funnel advertising solutions during its exclusive programming at Amazon Port, on the Forum Stage, and beyond.
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FOX UPFRONT 2025︎︎︎
︎ Client: FOX
Upfront 2025 is the drum beat for the FOX team to engage with customers and ultimately sign deals. The goal of the event is to reach the right customers at scale and generate press.
The breadth of FOX is showcased through interactive activations featuring partners (FOX entertainment, FOX Sports, FOX News and Tubi) through a cohesive experience that ties back to the look, feel, and messaging from the presentation.
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The breadth of FOX is showcased through interactive activations featuring partners (FOX entertainment, FOX Sports, FOX News and Tubi) through a cohesive experience that ties back to the look, feel, and messaging from the presentation.
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Hypegolf︎︎︎
︎ Client: HYPEBEAST
The Hypegolf Invitational is a golf tournament that combines golf and fashion, featuring professional golfers, artists, musicians, and creatives. The event also includes challenges, activations, and awards ceremonies.
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FOX Upfront 2024︎︎︎
︎ Client: FOX
The FOX 2024 Upfront is the culmination of a series of Portfolio-encompassing, road-to-the-Upfront initiatives currently in the marketplace, including small, highly customized client engagements with executives and talent; a data and technology roadshow announcing an innovative cross-platform planning and measurement tool; and individualized, collaborative working presentations, among other curated events, all designed to engage meaningfully with clients to provide innovative, flexible and tailor-made solutions.
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FURTHER 2024︎︎︎
︎ Client: lululemon
Our team skillfully merged immersive programming, spatial design, creative executions, and product showcases focusing on lululemon's beyondfeel footwear and athlete's kit, with a meticulously planned production across Lake Cahuilla, FURTHER Brand House, Ritz Carlton in Palm Desert. We enhanced the experience with personalized gifting areas, ensuring every aspect resonated with the core values of community, trust, and confidence in the lululemon brand.
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Wundermost︎︎︎
︎ 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.
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JEAN-MICHEL BASQUIAT Exhibition︎︎︎
︎ 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.
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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.
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FURTHER launch︎︎︎
︎ 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.
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unBoxed 2022︎︎︎
︎ 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.
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Nakashima Studio︎︎︎
︎ Brand Identity, Print, Editorial, Spatial
Nakashima Studio is a furniture-making studio created by George Nakashima. George Nakashima is a Japanese-American woodworker, architect, and furniture maker. The studio's approach is based on direct experience. From small ideas to finished products, a process of developing outward from the inner core, like the growth of a tree.
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The Angad Arts Hotel︎︎︎
︎ Brand Identity, Print, Editorial, Spatial
There are plenty of factors travelers have to consider when hunting for the perfect hotel room, like unique layouts, price points, and amenities. But this artsy newcomer in St. Louis plans to throw one more unconventional variable into the mix: emotion. The Angad Arts Hotel alters the customer’s expectations of a hotel and creates a unique way to view color through emotions and arts.
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Speaking Visually︎︎︎
︎ Print, Editorial
While one can choose to shut off all the linguistic outlets of communication, it is impossible to circumvent nonverbal communication as the body keeps sending signals intentionally or subconsciously. Nonverbal cues become a powerful tool for controlling, organizing, directing, and coordinating in any field that significantly involves interpersonal relationships and group dynamics.
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Between the Spaces︎︎︎
︎ Print, Editorial
Between the Spaces is an exhibition and a two-part publication featuring installation artists who encourage people to notice the often overlooked spaces in between. This exhibition aims to redefine the relationships between spaces and may be described in terms of collaborative curatorial practice by artists worldwide who practice a similar philosophy.
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SIG: Way Beyond Green︎︎︎
︎ Packaging, Brand Identity, Collaboration
SIG Sponsored Project: Way Beyond Green is a project that collaborated with a team of graphic and product designers to produce ideas and solutions for the aseptic carton company’s mid-size packaging project. Focused on research, form development, prototyping, and visual system design including a sustainability logo.
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