LULULEMON HOLIDAY
Creative Direction
Design
For lululemon’s largest and fully integrated campaign of the year, I led a team of 14 creatives to create a fully integrated campaign that spoke to the magic of the holiday season.
The brief was broad: target a broad audience, develop a cohesive look and feel for lululemon's multiple categories and develop a separate, but aesthetically related, creative direction for two unique capsule collections, and capture the spirit of the holiday season.
My role in this project was to oversee all elements of the campaign from concept development and sell through, all facets of pre-production, leading the on-set Art Direction for stills and motion, and managing all post-production and approvals for final delivery of omnichannel deliverables, which topped out at over 2,000.
Photography / Sam Nixon & Jenna St. Martin
DP / Blake Meyers
Set Design / Tristam Steinburg
The brief was broad: target a broad audience, develop a cohesive look and feel for lululemon's multiple categories and develop a separate, but aesthetically related, creative direction for two unique capsule collections, and capture the spirit of the holiday season.
My role in this project was to oversee all elements of the campaign from concept development and sell through, all facets of pre-production, leading the on-set Art Direction for stills and motion, and managing all post-production and approvals for final delivery of omnichannel deliverables, which topped out at over 2,000.
Photography / Sam Nixon & Jenna St. Martin
DP / Blake Meyers
Set Design / Tristam Steinburg
To capture enough content to sustain the 2-month lifespan of the campaign we shot for 17-days capturing into multiple core categories and key franchises for performance and lifestyle product.
The set designs were inspired by festive ornamentation which we amplified and arranged to create an immersive experience. Working with our production partners, we created multiple set variations in composition and color to service both the core product categories and the elevated capsule collections.
The strategy behind this was 2-fold: first, create a different, but cohesive, look and feel between the elevated capsule collections and the core product franchises and second, mitigate viewer fatigue as content was refreshed weekly over the 2-month period to align with the merchandising strategy.
The set designs were inspired by festive ornamentation which we amplified and arranged to create an immersive experience. Working with our production partners, we created multiple set variations in composition and color to service both the core product categories and the elevated capsule collections.
The strategy behind this was 2-fold: first, create a different, but cohesive, look and feel between the elevated capsule collections and the core product franchises and second, mitigate viewer fatigue as content was refreshed weekly over the 2-month period to align with the merchandising strategy.
The art direction was intended to evokes a sense of presence and connection: connection to oneself, to each other, and a connection to the surroundings via interaction with the set design. To ensure connection with each other came across authentically, we cast talent that had existing relationships to each other so interactions were genuine.
Our capture supported a fully integrated global campaign, showing up across all consumer touch-points including the Holiday Gift Guide, OOH, retail, and paid
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