lululemon SeaWheeze 2021
—Role: Creative Direction
Art Direction: Michael Mavian
Copy Direction: Arrabelle Stavroff
Design: Cam Dales, Sasha Valvardsson, Nicole Fratesi
Copy: Mike Berard, Kim Budziak
Photography: Geoffrey Knott
Animation: Gimmick
Dubbed “the most fun half-marathon in the world,” lululemon's SeaWheeze was a full weekend of fun, filled with yoga, unexpected surprises, pop-up shop with ultra-exclusive product, and a sunset music festival. To celebrate the 10th (and ultimately final) year of SeaWheeze, we took the opportunity to closely partner with the product design team and develop a holistic theme that could carry from colour and print right through campaign and the event itself. Inspired by the ideas of an “anti-retrospective", the creative direction leaned into ideas of transformation and progression—from resting to active, from present to future.
Of course, 2021 forced the whole world to go virtual and SeaWheeze was no exception. This allowed us to stretch the way we expressed ourselves in digital and social spaces and to reinforce the power of setting and keeping goals, thinking globally, and acting locally. It became more than just a half marathon—it was a collective expression of resilience and potential.
Of course, 2021 forced the whole world to go virtual and SeaWheeze was no exception. This allowed us to stretch the way we expressed ourselves in digital and social spaces and to reinforce the power of setting and keeping goals, thinking globally, and acting locally. It became more than just a half marathon—it was a collective expression of resilience and potential.
