THE DROP

Fabletics’ first store in Lebanon. One shot to introduce a brand to a market that had never heard of it.

THE BRIEF

A new market. A brand they’d never seen. One corner to own. Fabletics was opening its first-ever store in Lebanon, a new build in a developing stretch of the city, a block or two from established retail. Foot traffic was growing, not guaranteed. The billboard couldn’t just compete for attention. It had to generate it.

THE CONCEPT

Four concepts were developed and presented. The one that won, The Drop, treated the billboard not as a surface but as a stage. A giant Fabletics duffle bag slams onto the building’s corner ledge, bridging both faces of the screen. Leggings, bras, and shorts burst outward in slow motion before orbiting back. Then a cell phone tumbles toward the viewer. Khloé Kardashian smiles and waves. The phone arcs back. A bold F emblem anchors the final frame.

THE EXECUTION

The concept was built around the building’s 90 degree corner edge, using it as both the creative conceit and the structural logic of the illusion. I assembled and directed a subcontracted team of designers, 3D modelers, and animators, leading all creative decisions from initial geometry through to final delivery.

THE STORE

The billboard did its job. Here’s what it was pointing people toward. A brand new store in a brand new market, the store and the billboard designed to feel like a single brand arrival.

THE BRAND IN THE MARKET

Integrating Khloé Kardashian wasn’t a bolt-on. It was a strategic layer, giving an audience with no prior Fabletics awareness an immediate cultural reference point. Fabletics didn’t just open a store in Lebanon. It arrived with a face, a concept, and a statement.

Credits

Creative Director: Aldo Ortiz

3D Modeling + Animation: Subcontracted Team