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lululemon: Strength To Be — 360 Campaign

lululemon’s first-ever men’s campaign, “Strength To Be” challenges the traditional perceptions of modern masculinity by juxtaposing personal stories of inner strength with visually striking sports photography vernacular. Our 360 campaign included 4 docu-style pre-rolls – along with in-store POP, social and dot-com – show the power of emotional strength through the mindful living of an unconventional, trailblazing cast of activists, metal-heads, and LGBTQ. The five men include the punk rocker turned triathlete John Joseph, Ibn Ali Miller (Miller went viral for breaking up a fight between two Atlantic City high school kids, and is now a public speaker lauded by the likes of Snoop and LeBron), Olympian and Puerto Rican championship fighter Orlando Cruz (the first boxer to come out openly as gay), professional surfer, photographer and multi-hyphenate Mark Healey, and NYC-based hop-hop artist Zebra Katz. We positioned lululemon and their ABC jogger pant in a powerful light, and strongly shifted the perception of the brand.

Project Roles
Creative Director
Company
Virtue Worldwide
Skills
Art Direction, Content Strategy, Copywriting, Creative Direction, Filmmaking, Media Strategy, Multi-cultural, Portrait Photography, Retail
Media
Brand Films, Editorial Writings, Retail Designs, Social Media Content
Project Industries
Fashion, Retail