LULULEMON MOTHER’S DAY 2024

CREATIVE DIRECTION

To craft the most authentic lululemon Mother's Day campaign, we worked in partnership with lululemon's Marketing team to develop a creative brief that focused on the Align franchise—a product line defined by versatility and comfort.

The ask: highlight how Align works for all mom's in all stages of their motherhood journey.

Our approach: create a campaign that centered around authenticity, giving real mom's a platform to express directly to the guest why Align worked for them. Through a laser-focused casting strategy, we vet talent in various stages of motherhood who had an existing relationship with the Align franchise. We interviewed them prior to the shoot to capture direct quotes that became the backbone of the campaign.

My role as Creative Director was to develop the campaign idea, lead the casting strategy, and develop the visual tone.

Photographer / Jingyu Lin
DP / Dimitri Basil