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Campaign · Film

lululemon

FEEL Canada

A human portrait of a country, on the world's biggest stage.

A collage of Team Canada portraits and lululemon campaign graphics.
The Team Canada campaign system.

Selected work

05 assets
A short motion introduction to the Team Canada campaign.
A large athlete portrait installed on an exterior wall.
An athlete portrait at building scale.
Team Canada athletes photographed together.
The people behind Team Canada.
The full FEEL Canada anthem.
Red lululemon Team Canada identity and campaign graphics.
The Team Canada identity in red.

Project Overview

For lululemon's Olympic partnership with Canada, we extended the global FEEL platform into something distinctly Canadian — without the cliché.

No flags doing the heavy lifting, no mountains standing in for a national character. Instead, a set of portraits of real people, shot with the same emotional logic as the parent platform: what the moment feels like rather than what it looks like from the stands.

The work ran as film, portraiture, and retail through the Games.

Client
lululemon
Year
2021
Role
Associate Creative Director

Agency / Studio

Droga5 NY

Directed by

Natalie Rae / Object & Animal

Team

  • Tim Gordon
  • Alexander Nowak
  • Thom Glover
  • Marybeth Ledesma
  • Ted Meyer
  • Temnete Sebhatu
  • Emily Chang
  • Joe Russomano
  • Stefan Folio