The challenge was two-fold: First, create a brand ethos phrase that articulates lululemon's stance on mindfulness. Then our team was tasked with producing a printed piece to act as a north star for everything we create as a brand.
Get Quiet. Live Loud. I created that phrase as lululemon's brand ethos statement. It showed up as thousands of hashtags and was even tattooed on a forearm—that's brand love! Those words ultimately became the title of our brand book ( a volume which I contributed seven sections to, including the foreward and afterword) and a global meditation project.
The storytelling for Lululemon's collaboration with the Wanderlust yoga and music festival required two separate but linked executions: one to inspire our guest to explore the festival, and another to get her excited about a Wanderlust-inspired clothing capsule.
We inspired her to attend a festival with the phrase Emerge Transformed created a short film of the same name that explored transformation through yoga. The clothing-capsule campaign, That Festival Feeling, invited her to explore product by invoking the nothing-like-it vibe of a summer festival.
Guys don't like to admit they wear lululemon. We wanted to puncture the "women's brand" stigma by facing it head on.
We created a short film that showed that the lululemon guy is man enough to laugh at himself. I wrote the script and co-directed the film. Watch out for my torso—it makes its film debut as "Indignant Wife."
The SeaWheeze Half Marathon had an opportunity to collaborate with a local brewery on a special-edition beer. The creative had to be on themefor the race, and on brand for both the brewery and for Lululemon.
I named the beer Curiosity Lager as a tie in to both one of our taglines, "Free Thinkers and Curiosity Drinkers" and as a reference to our innovation-fueled theme. I also wrote can romance copy that was quoted in nearly half a billion—yes, billion—media impressions.
I was brought in as a consultant to help the SeaWheeze Half Marathon team come up with a sticky name for a beer collaboration with Stanley Park Brewing.
Looking at the work the team had done around the idea of courage, I suggested they push their idea further by turning the name into a compelling character. Our final name, “Courageous Blonde,” exploits the social tension around “blonde,” a word often used in a sexist context, turning it on its head in name that speaks to the valiant hearts of both male and female runners.
I started by creating a style guide that articulated the tone of voice for the event: offbeat and a little nerdy, with real science metaphors, rhymes and alpha-numerics tossed in as seasoning. I made very clear where this fun voice could be used (for example in email and website assets) and where a simple, straightforward tone would rule (directional signage, technical explainations, training videos). This allowed me to delegate work to other writers while maintaining a seamless experience for our runners.
Our team spent a year building an experience for runners of the much-loved SeaWheeze Half Marathon that was premium, efficient and above all, fun. I worked from a hybrid theme: scientists who worked in secret, crossed with Dr. Seuss absurdity, creating copy for the website, app, signage, emails, venues, art pieces and instructional and informational videos. I also wrote inspirational storytelling that empowered our partners, vendors and design team to create into the 2015 theme.
Rhyming storybook given to runners along with their race shorts (see below).
Runners' Shorts Bag
SeaWheeze Showcase Store Shopping Bags
Window Treatment, Vancouver Convention Centre
Instagram Stand-In, Vancouver Convention Centre
We made a bold claim: "Appreciation Is Good For Your Health." It showed up online, in-store and out of home. Fun smile lines added charm, a stunt TSA got guests talking online while an editorial interview with the world's leading gratitude researcher grounded our claim in science.
Our team was challenged to create Canadian Thanksgiving campaign that spoke to Lululemon’s Canadian guests without mentioning Canada or Thanksgiving.
Lululemon had innovated a new use for reflective thread: embroidery on a limited-edition run collection. Out team was asked to communicate that the product would make our guest feel beautiful and feminine, and telling a craftsmanship story that would justify the high price point.
For the .com assets, we invoked a wild femininity in an athlete who can’t resist the romance of night running. Women are often told we shouldn’t run after dark, so there is rebellious energy in referring to our runner’s “passion for pm sprints.” For the craftsmanship film, I interviewed Lululemon’s Raw Materials Manager and worked extensively with the film team on the final edit.