blissfeel trail is lululemon's first road-to-trail shoe, made to take women further.
This campaign matched the shoe's dare-worthy specs, and invited runners to venture into the unknown.
TEAM
Senior Copywriter: Kat Hertz
Copy Director: Arrabelle Stavroff
Designers: Kayli Hendricks, Ed Baigrie
Art Directors: Kim Winderman, Chelsea Flaherty
Creative Directors: Everett Vangsnes, Jason Effmann
This print ad ran in the Globe and Mail, and it’s my favourite piece from the 2021/2022 Team Canada x lululemon campaign.
TEAM
Concept: Kat Hertz
Copywriter: Kat Hertz
Designer: Sharron Ho
Art Director: Dina Maani
Copy Manager: Kate MacLennan
Creative Directors: Shaun Samson, Jason Effmann
No shaping or compression here—Wundermost is lululemon's first bodywear collection, designed with the softest fabric and form-following silhouettes.
TEAM
Copy Manager: Kat Hertz
Interviewer: Kat Hertz
Senior Copywriter: Nicole Fernandez
Creative Agency: Dazed Media
Art Director: Laura Tabet
Creative Directors: Jason Gabriel Lowdon, Jason Effmann
Photographer: Stef Mitchell
There’s nothing as inviting as an empty campsite. This print ad was the hero of the Mountain Equipment Co-op 2018 camping campaign. It ran in Canadian Geographic and Mountain Life Magazine.
TEAM
Concept: Kat Hertz & Brock Ellis
Copywriter: Kat Hertz
Photographer: Brenndan Laird
This was the first-ever brand campaign for MEC Label, the house brand of Mountain Equipment Co-op.
TEAM
Concept: Kat Hertz & Brock Ellis
Copywriter: Kat Hertz
Art Director: Brock Ellis
Designers: Fiona Cheng, Sarah Taylor
Photographer: Brenndan Laird
The video that toppled 1 million organic views on Instagram. Hear the story from Audrey Milligan Reilly, Senior Vice President of Women’s Design. Spoiler: her laugh is infectious.
TEAM
Concept: Kat Hertz
Copywriter: Kat Hertz
Copy Manager: Arrabelle Stavroff
Designer: Karim Kadi
Video Editor: Melanie Snagg
Interviewer: Jemma Goba
Video Production: Tanami
Creative Director: Pat Young
lululemon sometimes adds "love notes" on gear: hidden messages designed to add depth and connection, contextualized to the moment you may be in when you read them. On the restfeel slides, I wrote "happiness" on the left, and "creates" on the right, creating a message that reads as a continuous loop, one step at a time.
TEAM
Senior Copywriter: Kat Hertz
Concept: Kat Hertz
Copy Director: Kate MacLennan
Vancouver-based Origo Foods is a line of freeze-dried snacks that are kid-friendly, nutritious, and portable. Spot the playful packaging I co-created at Save-on-Foods, Choices, and IGA locations in the lower mainland.
TEAM
Copywriter: Kat Hertz
Packaging Designer: Andrew Zo
APRIL FOOLS 2019
Mountain Equipment Co-op had a limited run of the iconic Rad Pants to relaunch, so the we had some fun with an April Fools’ spin. We had a retro photo shoot and made a suite of assets to roll out on all channels, all in a tone true to the Rad Pant legacy. Much to the delight of MEC shoppers, the pants were not a prank and sold out in less than 48 hours.
TEAM
Concept: Fiona Cheng, Kat Hertz, Brock Ellis
Copywriter: Kat Hertz
Designer: Fiona Cheng
Art Director: Brock Ellis
Photographer: Brenndan Laird
