Team Canada x lululemon Campaign
—Role: Creative Direction
Art Direction: Andrew Passas
Copy Direction: Kate MacLennan
Design: Henry Barros, Tim Chuang, Sharon Ho, Sarah Kern, Ryan Kearns
Copy: John Cross, Kim Budziak, Kat Hertz
Photography: Ibrahim Hasan
Animation: Thinking Box
Music: Wave Productions
As the Official Outfitter of Team Canada, we set out to change how the world sees Canada on the world's stage at the 2022 Olympics in Beijing.
The Team Canada Collection was a story of transformation, inspired by the courage, strength, and collaboration it takes to compete at the highest level. Behind the scenes however, it was a story of collaboration, particularly the brand and product teams. Together we built a unified creative direction that touched everything from product patterns and graphics, to a full dynamic dressing system, to capture and story telling. All of which showed the world what it was to Feel Canada.
The Team Canada Collection was a story of transformation, inspired by the courage, strength, and collaboration it takes to compete at the highest level. Behind the scenes however, it was a story of collaboration, particularly the brand and product teams. Together we built a unified creative direction that touched everything from product patterns and graphics, to a full dynamic dressing system, to capture and story telling. All of which showed the world what it was to Feel Canada.
