RIO SUMMER OLYMPICS 2016

THE CHALLENGE

To create a campaign for the Rio 2016 Summer Olympics that celebrates the world-class athletes that lululemon is in relationship with, get lululemon's guests excited about these athletes and our product, and share lululemon's unique perspective on sport with the world.

THE CREATIVE

The idea is simple: Success is Yours. It isn't about winning, it's about whatever success means to you. I interviewed each athlete twice in order to uncover their stories and to determine the right scope and channel for each story. I wrote six of these athlete stories, as well as all campaign and product assets plus I enrolled and oversaw a team of other storytellers who brought the rest of these stories to life.

I wrote a "reversible" manifesto for this campaign, an anthemic piece that can be read from top to bottom or from bottom to top to give it new meaning. This was the cornerstone of lululemon's perspective on sport and success.