I was grateful to be the Sr. Copywriter on a lululemon pilot team in Los Angeles.

Over a quarter, we concepted weekly photoshoot campaigns that convey the science of feel. Each time, we paired our good weather with narrative flavor that demonstrated how these styles might make a guest's life easier.

Within a team, I developed compelling backstories stories about feelstate, wrote hero e-comm headlines, gave input on casting, and presented to brand leaders.

In the financial period these photoshoots were released, Lululemon's revenue was $2.3B (up 7%).

lululemon logo (stylized white Omega symbol on a red circle, with the word "lululemon" under it)
lululemon logo (stylized white Omega symbol on a red circle, with the word "lululemon" under it)

Sr. Art Director: Alyssa González-Torres / Producer: Florence Chater / Casting: Amanda Nuñez and Amanda Rozak /
Director of Copy: Kate Maclennan / North American CD: Pat Young

A from-below photograph of a man wearing a beige collared shirt, white t-shirt, and beige shorts.
A from-below photograph of a man wearing a beige collared shirt, white t-shirt, and beige shorts.
A woman with brown curly hair, smiling, wearing a pink hoodie, with the sun flaring behind her.
A woman with brown curly hair, smiling, wearing a pink hoodie, with the sun flaring behind her.
A man with a buzzed haircut doing the HIIT exercise skaters on the beach.
A man with a buzzed haircut doing the HIIT exercise skaters on the beach.

Photographer: Jake Jones

Photographer: Magdalena Wosinka

Photographer: Magdalena Wosinka

Athletes Charlie Dark and Colleen Quigley relax, smiling, at the top of a hike in LA.
Athletes Charlie Dark and Colleen Quigley relax, smiling, at the top of a hike in LA.
Athlete Colleen Quigley appears mid-air, doing a jumping lunge, wearing a blue t-shirt and shorts.
Athlete Colleen Quigley appears mid-air, doing a jumping lunge, wearing a blue t-shirt and shorts.
A woman wears a white tube top, white wide pants, and white sandals against a concrete wall.
A woman wears a white tube top, white wide pants, and white sandals against a concrete wall.