lululemon Weeklies
At lululemon, a new campaign dropped every week—fast, focused, and fueled by collaboration.
I worked with a tight LA-based pod—an art director, designer, and producer—where every project started with big ideas: concepting, scouting locations, casting the right talent. From there, we partnered closely with styling, social, and executive teams in Vancouver to bring each campaign to life.
Budgets shifted, objectives changed, but the energy never did. Great teams make great work, and ours made it a blast every time.
lululemon needed a bold concept to relaunch the Wunder Under legging—now available in four unique fabrics. Our team brought each fabric to life with models who embodied their distinct characteristics. I crafted copy for the website, app, and Instagram Stories, and also supported casting. The campaign crushed expectations: click-through rates jumped by double digits, and the IG Story outperformed with 40% higher reach than average, driving thousands of clicks to product pages.
When Olympic gold medalist—and proud "lululemon girlie"—Suni Lee shared her dream of working with the brand, lululemon made it happen fast. She became the face of the Define Jacket, now updated with a gold zipper (gold medalist, gold zipper). I wrote ecommerce copy and supported social content for the launch. The campaign smashed its goals: My copy helped drive a 500%+ boost in traffic to the category page and a major spike in click-through rates.
This campaign spotlighted men’s and women’s tops with lululemon ambassadors Colleen Quigley and Charlie Dark. I wrote copy for the website, app, and email, interviewing both for quotes to enhance campaign assets. Leadership praised the messaging, and the campaign delivered a 22% revenue boost over the quarterly average.
For lululemon’s Soft Jersey Polo launch—a fresh take on their beloved Soft Jersey fabric—I crafted copy for the website, app, and email, and supported talent and location selection. Click-through rates outperformed benchmarks across web and email, with the polo becoming the top-selling product by a wide margin.
The ask was simple: spotlight white options. I wrote copy for the website, app, and email, helping drive double-digit growth in click-through rates and a 65% revenue boost over the quarterly average.
Fall layering took center stage in this campaign showcasing men's pieces—shot on a sweltering day in LA. I wrote copy for the website, app, and email. The campaign exceeded revenue goals, with email performance soaring past benchmarks.
For the Wunder Under Instagram Story, our goal was twofold: reintroduce the beloved Wunder Under legging after its discontinuation and educate guests about its four unique fabrics. The Story not only delivered on both objectives but also boosted engagement by 40%.
The Reel for Wunder Under was designed to be stylized and high-energy—grabbing attention fast while breaking down the fabrics in a quick, engaging way. I kept the copy sharp and minimal, letting the visuals do the heavy lifting. It achieved +40% views & +80% engagement against benchmarks. Both the Story and Reel were cited by channel partners for educating and engaging guests while driving product sell-through.