We were tasked by lululemon to encourage guests to shop ivivva swim gear and get ready to take on summer and sunshine 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.
From sunny rays to ocean days, mix and match swim tops and bottoms featuring UPF 50+ fabric lets you create a customized suit. The liner has pockets for sports bra inserts for extra coverage and fits like a second skin so there are no worries when you jump in.
The imagery and film asset capture the graphical product designs set against a summer landscape of the ocean and outdoor pools. The campaign was shot on the north shore of Oahu, Hawaii.
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.