lululemonFEEL
A global brand platform shifting the focus from performance to feeling, expressed through film, photography, out-of-home, and retail.
Role: Senior Art Director
Year: 2021
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.
Overview
A brand platform connecting product creative, retail, and lululemon’s Olympic partnership through a shared focus on feeling.
Credits
Agency: Droga5
Production: Lovesong
Director: Daniel Wolfe
Photography: Benjamin Lennox
Team: Tim Gordon, Alexander Nowak, Thom Glover, Marybeth Ledesma, Ted Meyer, Germany Lancaster, Gabe Santana, Martin Couch.