LULULEMON SHOES

Personal proposal / exercise — not client work for Lululemon.

The brief I set myself was to shift Lululemon's vision from individual to community. "Tied" does two jobs at once: it ties a person to their commitment to exercise, and it ties people together in their training places — which is why the idea extends to elements in outdoor gyms, not just to ads.

The idea, Commitment starts with a gesture, is exactly that: tying your shoes is the small gesture where commitment begins.

My role, solo: art direction, copy, video editing and animation — everything.

Deliverables, from the original work: 3 print ads, social and OOH, plus the outdoor-gym application of the idea.

Why I did it: to know the brand better, and to show how a simple human gesture can carry a whole campaign across channels.

Tone: personal commitment and community.

Result: a portfolio proposal, not a client campaign — no sales or reach figures are claimed.