Lululemon x Soulcycle
WHAT WE DID
Idol worked along side Revolver Films to produce campaign videos and photography from teaser through launch to build excitement & urgency around both brands. Driving guests back to stores/online to shop this exclusive product collaboration was one of the main objectives. Retail channels included 280 LuluLemon stores, ecommerce, 90 SoulCycle studios, email marketing, social and large-scale media buying. The SoulCycle experience is like no other - the instructor, the beat, and the sweat all deliver a feeling of unity and community. Sammy Rawal at Revolver Films was selected to direct these videos based on his his raw, powerful creative vision. He understood the brand ethos and brought just the right vibe and and energy to the campaign.
We leveraged select LuluLemon ambassadors x SoulCycle instructors to be the face of the campaign. They represent the amazing shared community that the brands have built together. Art direction portrayed the rider’s transformation into euphoria. Unique features such as our creative set design and dynamic, immersive camera movements set this campaign apart from past SoulCycle creative. Human, fun and immersive. All creative felt organic and not overly produced. Tone of voice is conversational, energetic, and combines the essence of both brands.
Creative Direction, Scriptwriting, Video Production, Location Scouting, Post Production
Lululemon x SoulCycle 2019 Campaign