We wanted to make a documentary about a man who boxes, but we found so much more. We found ourselves telling the story of tragedy, redemption, and modern spirituality. Joe didn't find God when he was behind bars, but he did find that his boxing gloves felt like a Bible in that they became the constant that allowed him to reflect on his flaws and begin the great difficult journey of self-improvement.

Beautifully Savage highlights an inspiring story about a local lululemon Ambassador from Ft. Collins, CO. The lululemon ambassador program elevates local athletes in communities and supports in ways like goal setting, leadership + development and through yoga and product. Huckberry and lululemon collaborated to create the film with the goal of sharing lululemon brand and culture in an unexpected way. As a brand, lululemon has over 1,500 Ambassadors in the US, but specifically chose to highlight Joe Buckner because of his heroic story of overcoming adversity in his life, setting big goals and fighting to achieve them. Joe’s core values align with lululemon’s core values and we created the film to show a grit and tenacity that would move a male audience in a different way than lululemon has tried in the past.

Implementation

Huckberry leveraged the film to share the launch of lululemon product on Huckberry’s website. Huckberry also sent the film via email to their audience. Huckberry and lululemon leveraged both leveraged the film on social channels like Instagram, Youtube and Facebook. In New York, San Francisco and Joe Buckner’s hometown of Ft. Collins Colorado, lululemon also created local, in person activations to share the film and engage these communities in person.

Timeline

5 month process from ideation to execution

Placement

Huckberry.com

Huckberry Email Distribution List (attached)

Huckberry Instagram

lululemon Men's Instagram

lululemon Youtube Channel

Reach

1.5 Million reach in Huckberry newsletter

Engagement

Instagram - 500,000 engaged on @huckberry and @lululemonmen

Film shared 200+ times

Currently lives on lululemon’s youtube channel

3 in person activations, including panel discussion post screening