lululemon

Break the Quiet

PROBLEM

Among Gen-Z, lululemon skews “calm/wellness” over “edge/performance.” Attention lives in music culture and short-form video, but current creative doesn’t convert that energy into product desire for the edgier performance line.

SOLUTION

Launch Break the Quiet, a high-energy editorial with Gracie Abrams that blends motion and stillness: glitch overlays, handwritten lyric flashes, fast cuts from rehearsal → tunnel run → mirrored studio → backstage. Palette: blacks, deep reds, slate blues; product: cropped hoodies, flared pants, statement outerwear. Shoppable drops tied to song moments, a campaign hub (“Performance Meets Presence”), and a #BreakTheQuiet creator challenge (8-count move + fit reveal). OOH LED, concert-adjacent wild postings, and an AR lens that swaps between “quiet” and “break” looks.