Brand PLATFORM Lululemon
FEEL
lululemon needed a global platform that could separate it from the performance-first language of the category. Instead of competing on harder, faster, stronger, the work moved toward something more ownable: sensation. People did not talk about lululemon in numbers. They talked about how the clothes made them feel. Held. Light. Grounded. Powerful. Free.
An invitation to FEEL
① — BRAND PLATFORM
The idea signaled a shift in the brand's trajectory and offered a refreshingly straightforward perspective. Instead of focusing on activities, the FEEL campaign accentuated feelings. Whether engaging in running, training, yoga or meditation, the campaign inspired participants to aim for an emotional response, and perhaps, uncover unknown facets of themselves.
② — WORDMARK EXPLORATION
③ — FEEL STATES
The campaign incorporates a range of product-focused creative: visually captivating tributes to specific items and the extraordinary sensations they trigger. Each product line's 'feel-state' mirrors a genuine attribute of the product and its impact on the wearer. By doing so, we provide our guests with a dual advantage - not only a reference point to comprehend the technology embedded in our clothing but also a guide to select and shop based on desired sensation.
④ — BRAND FILM
The new campaign launched with The Selfish Giant. Directed by Daniel Wolfe, the film follows one person’s journey through a cycle of punishing, unsustainable and closed-off behaviors, before opening up—emotionally and physically—to a new world of sustainable practice, community, and joy. Guided by a voiceover excerpted from a children’s story by Oscar Wilde, the film is a parable about the modern condition, the struggles we face in trying to achieve fulfillment, and the universe of extraordinary feelings that lies within reach of each of us.
FEEL
A foundation big enough to carry product creative, retail, and an Olympic partnership.
A platform, not a campaign — one that gave lululemon a wellness story no competitor could borrow, and turned the most subjective thing in the category into its most ownable.
Lululemon
Year
2021
Role
Creative / Art Direction
Team
Directed by Daniel Wolfe (Lovesong) / Photographed by Benjamin Lennox
(Droga5):
Tim Gordon, Alexander Nowak, Thom Glover, Marybeth Ledesma,
Ted Meyer, Germany Lancaster, Gabe Santana, Martin Couch