This season we were tasked by lululemon to encourage guests to shop ivivva gear and to create strong unified images at all touch-points – ultimately communicating to girls to be strong, be yourself, be honest and celebrate who you are.

We created skate images that are powerful and consistent throughout the campaign so that they are viewed as one unified/global ivivva. Guests see ivivva as unique and memorable and with a creative approach that is different from the competitors.

The launch of this campaign was shot on location on the north shore of Oahu, Hawaii, featuring a young local skater. These assets are used to enrich the shopping experience both in-store and via the e-commerce site, and raise awareness of the brand via social channels, digital marketing efforts and as printed collateral.

We are not all supermodels and we used “real” girls in the creative communications. These images by Kate T Parker convey that empowering feeling to girls by encouraging strength, confidence, kindness as well as toughness. The images show the beauty, uniqueness and strength of girls as they truly are: messy hair, dirty faces, angry, joyous — whatever it is we captured it.

The top photo of Kekai holding her skateboard is one of my absolute fave photos that I creative directed on a shoot in Oahu, Hawaii with photographer Kate T. Parker. This photo received a lot of attention during Kate's launch of her Strong Is The New Pretty photo series. The book celebrates the strength and spirit of girls being 100% themselves. See link below from ESPN.