LULULEMON | WHATEVER THE WEATHER
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OBJECTIVE/CONTEXT
I led messaging strategy and copy creation for lululemon’s first-ever men’s outerwear campaign, featuring a range of subtle but technically advanced garments.
Our work was built upon a simple insight: As humans, we enjoy a symbiotic relationship with the outdoors. But to what extent do we truly embrace our surroundings? That depends. For some, it's simply a streak of dirt on your back after a slippery bike commute. For others, it's a week-long excursion into the backcountry.
You can feel, smell and taste the environment as much as you can see it. It is this mindful, full-sensory experience that creates sweat, health and happiness.
