LULULEMON - HOLIDAY MARKDOWNS caMPAIGN.
Bolder Creative asked me to generate creative concepts for the two largest markdown events in the Lululemon calendar: Black Friday / Cyber Monday, and End-of-Year.
I took a deep dive into ideas hinged upon creating a captivating sense of 'presence' and being 'in the moment' in order to ensure Lululemon's messaging stood out from the seasonal clutter that consumers are flooded with at this time of year, capturing attention and driving engagement.
Black Friday / Cyber Monday visuals would incorporate elements linking to the main Lululemon holiday campaign, while the End-of-Year event required a fresh, standalone creative approach to generate excitement for the new year, detached from the holiday season.
Whilst the two markdown events needed unique visual identities, it was crucial they felt related and recognisable as part of the same brand initiative. Assets needed to be versatile enough for use across multiple platforms, including static .com ads, promotional videos, social content, and email GIFs.
I compiled mood boards, developed concepts and gathered visual detailed reference within the Milanote app, which allowed a free and collaborative work flow between Bolder and the Lululemon creative team. I could present thoughts and development directly to the client on video calls, the Lululemon team then in turn would annotate the boards with feedback for further progression.
My concepts, idea refinement, and design steer across shape, palettes, texture, lighting, typography and motion principles gave the Bolder team a solid basis from which to head into production, eventually delivering over 1700 unique assets.
Black Friday became the best performing day in Lululemon's history.
Agency: Bolder Creative
