Location

Vancouver BC, Canada

Note

I led lululemon's "We've Got Your Pants" men's campaign, rooted in a powerful cultural insight: men were experiencing a loneliness epidemic, physically and emotionally constrained by societal expectations. Our creative response showed men literally racing to lululemon stores to break free from restrictive pants and into the brand's ABC pants—a visceral metaphor for liberation and comfort. The campaign positioned lululemon's technical innovation as more than just better fabric; it was about giving men permission to feel good in their own skin and move through the world with ease. The work won a Bronze Clio Award in 2024 for Film Craft and reinforced lululemon's leadership in redefining men's athleisure beyond performance into emotional wellbeing.