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.

PRINT EXPOSURE WIN-WIN scenarios are some of my favorites. Like when I hired the talented photographer Kate T. Parker to shoot ivivva by lululemon campaigns.

Not only are the girls that grace the photos incredible, and the apparel looks amazing, but several images from the shoots were selected for Kate T. Parker photo series book Strong is the New Pretty. The amazing book celebrates the strength and spirit of girls being 100% themselves. Amazon has listed the book as one of The Best Books of 2017 and it's a great gift for the young girls in your life. This is more like a WIN-WIN-WIN scenario!