lululemon is launching a fitness streaming platform.

With best-in-class content and stellar production quality, it’s rivaling the likes of Netflix.

So we decided to rival Netflix for real by launching a stellar Hollywood-esque streaming service – and launch as an epic blockbuster hit.

By ironically naming the 360 campaign “Now Streaming”, we made people think twice about the  athleisure brand: what is it about them exactly that is streaming? Designed to stand apart from the crowded fitness space, our thoughtfully designed “movie posters” and “trailer” pulled from the richness of the movie streaming industry, while spotlighting the instructors as actors and app classes as movie genres.

By garnering excitement for a brand that has no business in the space, we doubled projected sales at launch – and won an award.

Awards & Recognition

Winner - America Advertising Awards, 2023 Nashville Silver Addy

CREDITS:

Concept: Nina Mourin, Carlos Matias, Hugo Veiga

Group Creative Director: Nina Mourin

Executive Creative Director: Carlos Matias

Film Director & editor: seck.

Chief Creative Office: Hugo Veiga

lululemon Bottoms were designed for mindful movement; a concept where comfort and flexibility support our infinite expressions of wellbeing without any distractions.

This global campaign proves that the more we do what we love and stretch our limits the way we’re meant to, the more we unlock our truest, most confident selves.

To show off the most iconic bottoms the brand has to offer, we picked four ambassadors across wildly different modalities – with wildly different personalities – to bring fun and brightness to the athleisure world that’s been serious and overly the same. We served editorialized fun across film, print and social – and even planted a few easter eggs along the way.

This campaign was a 180 for the brand — and their most impactful global campaign to date. From US and Canada to Europe and AMEA, this Gen-Z focused optimism and playfulness converted a whole new (and vital) audience — surpassed projected sales in its first week.

CREDITS:

Concept: Nina Mourin, Eduardo Balloussier, Luiz Guimaraes, Alex Dibucci, Lorena Saldaña

Group Creative Director: Nina Mourin

Executive Creative Director: Carlos Matias

Film Directors: Chaos

Production: By Association

With “This is Yoga”, lululemon’s first global campaign, the mission was to establish a brand eponymous to the practice of yoga off the mat.

Our follow-up campaign needed to sustain this momentum with another thought-provoking campaign; one that would celebrate men, in a current, culturally relevant way. In other words: free of cliches and toxic masculinity.

Our 360 campaign “Strength To Be” updates the meaning of masculine strength by juxtaposing personal stories of inner strength with visually striking sport photography vernacular.

Our 4 docu-style pre-rolls – along with in-store POP, social and dot com – show the power of emotional strength through the mindful living of an unconventional, trailblazing cast of activists, metal-heads and artists.

This campaign positioned lululemon and their ABC jogger pant in a powerful light, and strongly shifted the perception of the brand.  

CREDITS

Concept: Noah Rabinowitz, Jessica Saesue, Nina Mourin (Virtue Worldwide)

Director: Francesco Calabrese

Photographer: David Black