lululemon BIG COZY
SCENARIO: Fall is peak cozy season, making it the perfect moment to introduce Big Cozy, lululemon's new heavyweight fleece franchise. Built around oversized comfort and premium softness, the collection arrived as guests were looking for fresh lounge options that could take them from home to life on the go.
TASK: Build awareness and excitement for a new lounge franchise while reinforcing lululemon's authority in premium comfort. The campaign needed to drive consideration across both Women's and Men's guests, showcase the product's comfort and warmth credentials, and elevate Big Cozy beyond a traditional fleece launch into a seasonal lifestyle statement.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Brandon Viney
Art Director: Nicole Fratesi
Photographer & Prood Co.: Fahim Kassam, Sean Best, Adrian Dean
Graphic Design: Michelle Du, Sharon Ho, Maddy Hachey
Copy: Bethan Kwaterski, Emily Angus
Creative Operations, Production, and Translation: Beth Murphy, Jo McCrodan, Faly Mevamanana, Patricia Brochu
Casting, and Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Becca Randle, Erin Klassen
Styling: Alexie Gray, Erin Johnson
Digital: Mila Filipovic, Jaya Hasan, Suzanne Stenason, Connor Rashotte
Product Education: Camille Barbeau-Lawless, Naomi Fisher
Merchandising: Arielle Dalle, Jasmine Dhaliwal
Brand: Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
A REFUGE IN MOTION
We introduced Big Cozy through a travel-inspired lens that showcased the collection in transit and on the move. The creative paired oversized silhouettes and premium fleece textures with moments of everyday movement, helping guests envision the product beyond traditional lounge occasions. By highlighting warmth, comfort, and ease within a contemporary travel setting, the campaign brought the franchise to life in a way that felt elevated, relatable, and distinctly lululemon.
OUTCOME
GUEst got cozy
The campaign generated strong engagement and helped establish Big Cozy as a meaningful new franchise within Lounge. Guests responded particularly well to the collection's premium comfort, oversized silhouettes, and matching-set styling. The travel-inspired execution provided a distinctive platform for the launch and helped broaden the role of loungewear within guests' everyday wardrobes.
