Further shaping the Lululemon brand platform “Get Into It,” the AKQA New York brand communications team was tasked with driving awareness, shifting brand perception for male audiences and ultimately driving ABC product trial through a campaign rooted in relevant cultural context.

The campaign ran through October in all of North America.The primary messaging was routed in the insight that the ABC Pants are THE entry point into Lululemon products for men, and have a cult-like (if you know, you know” following. I collaborated with a cross-functional team comprising skilled designers, art directors, copywriters, producers and creative directors. This involved weekly collaboration with client leadership, addressing immediate tasks related to brand vision, art direction, film direction and ultimately, facilitating brand tool-kit and asset hand-off.

My Role: Art Direction/Layout Design
Associate Art Director: Paz Molina
Design Director: Irwin Matutina
Agency: AKQA NYC