role:
senior writer, north american storytelling
lululemon feel campaign storytelling
Created in partnership with Droga5, FEEL is lululemon’s largest, fully integrated global campaign to date. The creative spotlights the brand’s longstanding belief that the better you feel, the better you’ll perform. To support the global campaign creative, stories about the campaign’s hero talent (lululemon Ambassadors) were crafted for the North American audience. Each story ignites conversation around the practice of being well and introduces guests to Hailey Langland, Akin Akman, and Deja Riley—the incredible humans that embody this human-centric, feeling-first point of view.
The FEEL work is rooted in lululemon’s Science of Feel approach to design, centring lululemon product as the catalyst to mindful performance.
Why hailey langland practices yoga to be better at everything
It’s not about how much yoga you can do—it’s about how much yoga can do for you. Here’s why Snowboarder and Yogi Hailey Langland practices to feel and be her best.
Tactical Tips for Being Well from AARMY Coach Akin Akman
Coach and AARMY Founder Akin Akman is motivation in human form—so we tapped him for transformative tips on mental fitness and feeling your best.
Energy Embodied: How Fun Drives Deja Riley’s Days—and Workouts
We caught up with MIRROR Trainer, Dancer, and total powerhouse Deja Riley to talk at-home fitness, cheese pizza, and the art of feeling your best.
context: global feel campaign
lululemon’s Global Brand Creative team worked with Droga5 to produce an anthem film that set the stage for this new brand positioning. The story draws from Oscar Wilde’s The Selfish Giant, and shows how connecting to feeling can move us from a place of monotony to incredible fulfillment and joy. The campaign was backed by the brand’s largest marketing investment to date, and included TV spots, video, out-of-home, and paid social in addition to email, ecommerce, and key event activations.
Shorter videos spotlight featured Ambassador talent, each focusing on the feel-state of lululemon product—in the case of Hailey and Akin, embrace and charge.
copy team:
Copy Directors: Arrabelle Stavroff, Kate MacLennan