Project Lululemon Signature Movement Bra Launch
Agency The Brooklyn Brothers
Role Lead Designer / Art Direction
*I was involved in this project in the creative conceptual pitch. We won the business and all the live assets are produced by lululemon’s internal team.
Lululemon approached The Brooklyn Brothers with a brief that would help them with their new bra launch campaign. These aren’t your regular bras. Lululemon have revolutionize how women perceive and wear bras. They literally hired a team of “Boob scientists” to research on boobs. They have found out that not only does every woman’s boobs are different, they also moves differently. Heck, even within a pair of boobs, they can be different, too.
We’ve come up with a couple of great ideas and the client love them so much they ran with both. And mind you, we’ve used up every single chance to throw a boob pun into our language. It’s a really fun project that I get to play with a lot of colors and technique, so I hope you guys likes it, too.
Cultural “scripts” have dominated bras and boobs conversations for decades, creating oversexualized stereotypes and false representations. In this concept, we celebrate a simple truth and confront conventions and provoke conversations.
Really, we checked.
In fact, they move all the time, all day long. Yet for some reason, it just isn’t talked about. Society prefers boobs that stay in their place. Maybe that’s why our bras are sooooo uncomfortable. Most bras are designed for size and shape. But not movement? That’s crazy! Even sports bras do all they can to keep boobs from moving. Also crazy! Sure, too much movement can hurt. But too little hurts more. It’s time for the whole world to recognize that boobs DO move. And that every woman’s boobs move in their own wonderful way.
It’s time to start a movement for our boobs’ movement.
It’s time to make the world a better place, two boobs at a time.
It’s time to stand up and say...