ackets and Outerwear represented a growth opportunity for lululemon due to increasing market spend on outerwear and their competitive offering. They needed to build on the success of their previous seasons campaign and messaging, and continue to expand their business by trading existing guests into outerwear. For this season, they wanted to move beyond dipping their toes into the jackets and outerwear market, and start seeing it as a major part of their business.
The Insight
With outerwear, you often have to sacrifice fashion for function or vice versa. Now you don't.
The Concept
When you're not worried about the weather, you can truly live in the moment. With the perfect balance of function and aesthetic, our outerwear allows you to be at one with yourself, with your environment, and with the product.
Feel at one
That connection you feel when you and your environment are totally in sync. It’s freedom. We made outerwear to help you put yourself out there, no matter the weather.
How it works
- Product at one with itself - function + aesthetic
- Product at one with you - no distractions
- You at one with the environment - protection from the elements
- You at one with yourself - emotive ambassador stories
Primary Messaging - Campaign Hero
High-Level Messaging We write about being “Feel at One” in a very human way. Which means keeping the tonality conversational, relatable, concise and fun:
Secondary messaging
Our secondary touchpoint for messaging brings our technical features to life at the store and CDP/PDP level. It shows HOW our guests feel at one with their environment through a clear organizational system driven by a concise logic.
The Approach
Our outerwear is designed with different features for a range of applications. A product line of this scope requires several environments (Coast, Mountain, Desert Mountain, OTW or City) combined with weather elements (rain, light, snow, wind), technical details and Ambassador Stories to best show the intent of each piece and the line as a whole.
What we land
We land the emotional and informational story through the use of:
- Ambassador Stories/Films
- Environment
- Product on Body
- Technical Details/Films
The Environments
Each environment combines a small selection of locations and natural elements, setting the stage for how our product and people come together to "Feel at One".
Keep in mind we group environments within 3 distinct Narratives (Rain, Transition, Cold).
Campaign Capture
Shot in the mid summers heat we traveled to a few key destinations including Beijing, New York, Seattle, Denver and Los Angeles to capture the full campaign.
Technical Details / Films
Animations and films that showcase the key differentiators and selling points from an educational perspective. We focused on three different features of the product range, going to market at three different stages in time.
Check them out with sound in my video section here
- Directed by: Hadron Films
- Art Direction: Trevor Fleming
VM Store Experience
Extending the campaign in-store allows our guests to get up close and personal with our outerwear. Front and center displays showcase the campaign concept and ethos, our hero product, our major product groupings, and technical features across four major touch points - from high-level emotional campaign messaging, to technical features and warmth ratings overview, and finally to informational and educational signage at the rack and display level.
Ambassitor / Films
In tandem with traveling around capturing the still imagery,I also oversaw the making of these these short promotional ambassador films centred around the campaign.
Featuring Maddie Brenneman,a professional fishing guide, Dean Willson a professional motocross racer and Sara Clark a yogi/book author. Each one of these short film introduces each ambassador, their unique story and when they feel the most at one.
- Producer - Matthew Sy
- Designer - Ronnh Warna
- Photography (North America) - Thompson Chan
- Photography (Beijing) - Matt Korinek
- Video - Salazar Film
- Art Direction - Trevor Fleming
