Lululemon was understandably stoked at landing three-time Olympic gold medalist Kerri Walsh Jennings as an elite ambassador. Senior leadership asked for a quick-turn feature to land two ideas: 1) Lululemon is in relationship with Walsh Jennings 2) Walsh Jennings is more than a beach volleyball champion, she also embodies the mindful values of Lululemon.
Our crew headed to Manhattan Beach, where I interviewed Kerri at her home. I leveraged my description of her new house to weave in themes of love and reveal Kerri’s down-to-earth spirit in a juicy read that landed the messaging.
Lululemon knew this must-have piece could hit a home run and asked for an editorial piece help keep up the momentum of the larger campaign.
The campaign at large focused on the jacket’s reversibility but playing intheseparate editorial space allowed us to choose a different value proposition—we spoke to the sumptuous feel of the fabric. Toss in a spiffy GIF and a sartorial-but-still-sweaty tone of voice and it all added up to record conversion.
Lululemon wanted to communicate the human-made craftsmanship that had gone into the design of a series of limited edition mats, and also let their guests know that the mats were meant to represent different regions of Canada.
We interviewed one of the artists, photographed her sketching, and emphasized how her personal connection to Ontario lake country informed the illustration.
Create long-form, holiday-themed content to get Lululemon's guests in the mood to show up for what matters most.
I wrote How to Have Fun at Your Own Party from my own experiences of throwing, sustainable, low-stress soirees and introduced guests to Andrew Ference, the world's most socially-conscious NHL player.