GLOBAL PRODUCT LAUNCH 2015: PANTS + SENSATION

THE CHALLENGE:

Ultimately, to change how our guests thought about and shopped for pants. The lululemon Whitespace innovation and Product Design teams had just innovated a range of "sensation" categories for the entire pant line. Using extensive testing with our ambassadors and key insights from sports psychology, the sensation range combined compression, silhouette, and a number of other factors.

THE CREATIVE:

I named the five sensations: Tight, Hugged, Held-in, Naked and Relaxed. I wrote the tagline "Choose Feeling" as a simple expression of the question at the heart of this campaign—what if you could shop for pants based on how you wanted to feel in them? In order to fully examine this question, I interviewed four women who choose feeling above all else. For this campaign, I wrote all web, email and social copy as well as two longform features detailing our design philosophy and introducing the women who were the face of this campaign.

Meet the Sensations

Beyond naming the sensations, I was responsible for writing the education that would be the first introduction our guests had to thinking about product by feeling, rather than looks alone.

**Copy Tone**
We wanted to challenge and inspire our guests, to be the spark that caused a shift in the way they looked at a pair of pants. Instead of simply being a garment you pull on, what if your pants could be the thing that made you feel good (or powerful or strong or confident or relaxed) and that was the key to unlocking your potential?

How to Choose Feeling

In order to fully examine the idea of choosing feeling over anything else, we shared the stories of four powerful women who follow their hearts.

Meet Alex, Jody, Linda and Zoë-four of the raddest, deeply alive and wildly inspiring humans we've ever met who choose feeling everyday. We sat down with these amazing women and asked them what they do that makes them feel alive and what that feels like in their bodies, hearts and minds.

Other Key Executions for this Campaign

Created a set of icebreaker style question cards for all internal meeting rooms, partnered with local juice The Juice Truck to create five custom juices each representing one of the sensations
Created a set of secondary hang tags to be affixed to all pant styles, explaining our one-of-a-kind sensation spectrum to guests who may not have seen it before
Created a positive feelings-themed playlist for all lululemon stores