lululemon
What We Did
Campaign Way In
Creative Direction
Production
Photography & Video
Art Direction
Digital Marketing Assets
POS Assets
Industry
Fresh takes on everyone's favorite stretchy pants
lululemon is a much-loved global brand with its home base in Vancouver. As the world emerged from the pandemic in 2022, we executed our biggest campaign together yet—a celebration of untapped energy and kickstarting new routines.
Celebrating a new lease on life
Our sixth campaign with lululemon was our most ambitious. Seasonal campaigns showcase the brand’s top product franchises and biggest bets, running through an entire quarter—it’s the glue that connects a dozen other special drops in a season. Our brief: as the world emerges from two years largely inside and apart, celebrate a seasonal kickstart, and help guests move into a new rhythm, back in the city and shared spaces.
Find your rhythm. Stay there
Our way in for the campaign was all about building up and activating energy. It’s not just a new season and a new year—it’s a new world. We harnessed this momentum: the drumming of footsteps, the growing chorus of a city reaching crescendo, Ujjayi breathwork building, battle ropes working in unison. Finding our heart beats again. We’re rediscovering our rhythm, and staying there.
From LA streets to studios
Monday produced a four-day shoot in locations across LA, navigating lingering pandemic protocols. We took it to the streets and industrial studio spaces to maximize distance, but used an extensive talent pool to suggest an increasing togetherness. One of our priorities was to select diverse talent that reflect different abilities, while maintaining high performance.
Every campaign for lululemon has to hit the right balance of technical vs. approachable. We blend our eye for fashion and function, to showcase strength and movement even when we’re capturing streetwear. Showing a human experience is essential, but the product always stays front and centre, as we consider how assets will be used at every stage of the funnel.
(Literally) Hundreds of Touchpoints
Lululemon is known for technical design and fabric innovation and—according to their team—our ability to tell that technical story in just a few words of banner copy is in part what makes our partnership so effective. Each asset needs to capture lululemon’s signature performance and the core brand message we’re highlighting for the season.
The final assets extend to every one of lululemon’s brand touchpoints—email, web, social and paid. Each is an opportunity to deepen the brand story and give one more access point for conversion. For Spring 22 that meant producing more than 500 high-performing assets in less than a month, built on a messaging hierarchy, and ruthlessly aligning with lululemon’s brand standards.
