This season we were tasked by lululemon to encourage guests to shop ivivva UPF 50+ fabric gear to tackle a day under the sun, 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 – and to fit in one last wave before calling it a day.

The launch of this campaign was shot on location on the north shore of Oahu, Hawaii, featuring young local surfers. 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. These images show Rainah, Kamea and Kekai taking on Oahu's waves and sharing the happiness of surfing.