lululemon SHAKE IT OUT SHORTS
SCENARIO: lululemon set out to elevate women’s shorts as a summer essential, embracing a style-forward approach that reflects how guests wear the product throughout their day. With an increasing focus on versatility and effortless outfitting, we aimed to position shorts as an all-day staple—moving seamlessly from workouts into everyday moments.
TASK: Create a cohesive, style-led summer campaign that highlighted Shake It Out Shorts as both high-performance and high-style. The objective was to drive engagement and demand through lifestyle storytelling while reinforcing product confidence across key digital touchpoints.
Industry: Retail & Fashion
Personal Responsibilities: Brand management, strategy, cross‑channel alignment, production oversight, stakeholder management
Creative Oversight: Laura-Lé Vandenbergh, Brandon Viney
Art Director: Matt Penner
Photographer & Prod Co: Garrett Naccarato, Alex Guiry, Gaelan Glenn, Kyle Gibson
Graphic Design: Nicole Fratesi, Taylor Crain, Maddy Hachey, Craig Lam
Copy: Bethan Kwaterski, Massimo Izzo, Alexa Sibberson
Creative Operations & Production: Beth Murphy, Ruby Vizcarra, Esmée St.Cyr
Casting & Hair/Make-Up: Amanda Muñoz, Amanda Rozak, Erin Klassen, Maria Walton
Styling: Clare Seddon, Caitlin Sheehan, Erin Johnson
Digital: Mila Filipovic, Suzanne Stenason, Connor Rashotte
Influencer: Céleste Didur, Sarah Scott
Product Design & Education: Katie Garnham, Celia Walters
Merchandising: Arielle Dalle, Jasmine Dhaliwal
Brand: Melissa Turnbull, Mike Crowe, Mila Moody, Chelsea Achilles
APPROACH
From workouts to whatever’s next
Shifting to a lifestyle-first narrative, the campaign brought shorts into real, in-between moments—post-workout coffee runs, city walks, and casual meetups. Email and push notifications drove traffic with clear product stories and seasonal colour, while influencer product seeding extended reach and cultural relevance. Across all channels, elevated styling, authentic movement, and expressive casting balanced inspiration with product clarity.
OUTCOME
From Seasonal to Everyday Essential
The campaign successfully increased engagement and reaffirmed the appeal of shorts as a versatile summer essential. Strong interaction across digital channels signalled resonance with the lifestyle-led approach, while integrated storytelling helped strengthen product visibility and guest confidence—establishing a more scalable framework for future seasonal expressions.
