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Strength To Be

Project Type

Film Series Global Brand Campaign Retail


Brand Strategy Concept Development Production Oversight

The Brief

Relaunch the men’s product line with the brand’s first-ever global campaign for a male audience.

The Spark

Based on the mindfulness practices of yoga, lululemon had an opportunity to authentically differentiate itself from the competition by challenging traditional stereotypes of masculinity.

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The Work

We juxtaposed surprising and intimate stories of emotional strength with a recognizable sports photography vernacular.


The campaign elevated the stories of five inspiring community leaders; John Joseph, Ibn Ali Miller, Orlando Cruz, Mark Healey, and Zebra Katz.


Our 360 campaign, which included docu-style pre-rolls, in-store POP, social, and dot-com, drove sales of their target products, impacted lululemon’s stock price (quite positively), and quantifiably shifted perceptions of the brand.

“In Q3, the company witnessed a 21% increase in new male customer transactions. This was primarily made possible thanks to additional focus on its co-located stores and its first men’s marketing campaign.”

- Forbes

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Agency :

Executive Creative Director :
Cameron Farrelly

Strategy Director :
Stacey Kawahata

Production :
Cadence Films

Director :
Francesco Calabrese

David Black

Jessica Saesue

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