Anwuli Eyewear
Ponce Takeover + Bloomingdale’s Activation
Street-to-retail experiential campaign designed to increase brand visibility, drive in-person engagement, and elevate retail presence.
Overview
Client: Anwuli Eyewear
Role: Creative Lead & Experiential Strategist
Scope: Guerrilla Campaign, Volunteer Activation, Retail Display Design
Location: Ponce City Market, Atlanta + Bloomingdale’s
Objective: Drive brand awareness and foot traffic through interactive in-person engagement
The Challenge
Anwuli Eyewear needed to increase visibility among new audiences while reinforcing its identity as a culture-driven, founder-led brand. The campaign required:
High-energy street engagement
Clear conversion into in-store visits
A cohesive brand experience across public activation and retail display
The Strategy
Instead of relying solely on social media promotion, we created a physical brand takeover — positioning the eyewear directly in front of potential customers and inviting participation.
The goal:
Make the brand impossible to ignore.
The Solution
Ponce Takeover Activation
We deployed a team of trained “Frame Experts” to:
Approach potential customers in high-traffic areas
Conduct quick interviews and styling moments
Invite participants to try on eyewear
Offer exclusive discounts
Direct traffic to a “Meet the Founder” event
The activation created organic buzz while turning street interaction into measurable foot traffic.
Volunteer Training System
To ensure consistency and confidence, I:
Developed a product knowledge workshop
Led virtual training sessions
Built a structured engagement script
Defined brand tone and talking points
This ensured the activation felt premium — not random.
Bloomingdale’s Retail Display
To extend the campaign into retail, I designed:
Visual display elements
Branded marketing materials
A clean, elevated presentation system
Supporting signage aligned with brand identity
The retail installation reinforced the brand’s credibility while maintaining cultural authenticity.
Leadership & ExecutionBuilt the activation strategy from concept to executionStructured volunteer training and brand scriptingDesigned physical marketing materials and signageOversaw visual consistency across street and retail environmentsCoordinated timeline and activation rollout
ImpactIncreased brand visibility in a high-traffic cultural hubDrove foot traffic to in-store activationElevated retail presence within Bloomingdale’sStrengthened founder-led storytelling through direct engagement
Closing StatementThis project demonstrates my approach to experiential marketing: merging street-level energy with structured brand strategy to create measurable real-world engagement.
