lululemon Global Campaign – Fall ‘22 Footwear
The first comprehensive lululemon footwear seasonal campaign presented an ‘always on’ approach to lululemon footwear, continued the overarching ‘women’s first’ position, and visually defined the purpose of each shoe – Blissfeel, Strongfeel, Chargefeel low, and Chargefeel mid. Built primarily to support the retail brand experience with a suite of images to integrate into guest education, the campaign expanded credibility and awareness across regions, supported large-scale seeding, and established the full women’s footwear category.
Agency: Champ
Photographer: Jenna St. Martin
Role: Global brand campaign strategy, brief development
lululemon Global Campaign – Strongfeel Training Shoe
Athlete, mental health advocate, and lululemon ambassador Kayla Jeter embodies the grounding, ‘locked-in’ energy of the Strongfeel training shoe, introduced in the Fall ‘22 global footwear campaign. The launch campaign highlighted the explosive energy of strength training activated by movement and amplified by technical innovation – sleek design, confidence underfoot, and all-over support.
Agency: Champ
Photographer: Jenna St. Martin
Role: Global brand campaign strategy, brief development
Alo Wellness Club (formerly Alo Moves) Evergreen Ads
To showcase the breadth of the Alo Wellness Club library, we created a suite of ads cut for social, OOH, TV, and more to drive brand awareness, consideration, and conversion.
Role: Creative direction
lululemon Global Footwear Playbook
The lululemon Footwear Playbook is the first creative direction and a storytelling menu for every shoe in the lululemon collection told through the lens of a ‘feel-first’ approach. The footwear asset pack is an evergreen, campaign-agnostic menu of copy, photography, and graphics that can be mixed and matched based on unique regional demand to support product-benefit storytelling and seasonal color stories.
Agency: UNRUH/JONES
Role: Global brand strategy, brief development
lululemon Global Campaign – Fall ‘24 Footwear
The first dual-gender campaign for the lululemon footwear category saw the global reveal of the men’s Beyondfeel running shoe, Restfeel slide, and broader all-gender collection. Building upon the visual storytelling and creative strategy during lululemon’s ‘women first’ footwear era, the Fall ‘24 global campaign emphasized category innovation and positioning as a thought leader in footwear.
Agency: Champ
Photographer: Asato Iida
Role: Global brand campaign strategy, brief development
Alo Wellness Club (formerly Alo Moves) Earth Month Campaign
From instructor-hosted conversations with organizations working to keep our planet well to community features of outdoor workouts to resourceful blog posts, the Earth Month 2021 campaign focused on the elements that make up Alo — Air, Land, and Ocean. Earth Month programming supported the launch of the Alo in the Wild series hosted by Tawny Janae and Kupah James.
Role: Campaign development, partnership management, and creative direction
lululemon Global Campaign – Chargefeel 2 Workout Shoe
To launch the first iteration of lululemon’s signature versatile workout shoe, we created a product-superiority-focused campaign to drive credibility, awareness, and guest sentiment. Through elevated PDP storytelling, refreshed retail visual design, and an in-situ showcase, the Chargefeel 2 campaign highlights tech and aesthetic updates that unlock peak performance.
Agency: Brill Brill
Photographer: Daniel Arnold + Thompson Chan
Role: Global brand campaign strategy, brief development
Mental Health is Health – Alo Wellness Club x American Red Cross
In partnership with the American Red Cross, Alo Wellness Club (formerly Alo Moves) provided military service members, veterans, and their families with a free 1 year membership in support of Mental Health Awareness Month. In a 3-part series featuring members of the Special Armed Forces community, themes of mental health from the perspective of a veteran, caregiver, and licensed marriage family therapist are explored with a focus on wellbeing and transparency.
Director: Jeff Reid
Role: Campaign development, partnership management, and creative direction