As a freelance copywriter, I was brought on by lululemon to write copy for their 2025 Q3 Outerwear Campaign. The brief was to craft compelling copy across all marketing touchpoints, from web to app and email to paid ads. The ask was to highlight the innovative features of the new outerwear collection, such as breathability and water resistance, while also capturing the essence of the campaign, which was about embracing the elements. By emphasizing the versatility and comfort of the new puffer collection, I aimed to resonate with both loyal customers and fresh audiences seeking performance-driven outerwear.