We redesigned this bestselling workout shirt with a better fit for a range of never-ending movement...
↗ THE GOAL
Relaunch the bestselling Metal Vent Tech shirt and Pacebreaker shorts with key product updates inspired by guest feedback. The objective was to reinforce lululemon’s position as a leader in performance driven men’s activewear by highlighting design evolution, comfort, and fit.
My role was to lead the creative direction from concept through post production, collaborating closely with designers and copywriters to translate product innovation throughout the campaign. We introduced a reflective, graphic environment built around fluid and precise movement. Developed in close collaboration with movement coach, designers, copywriters, editors, and motion designers, the work emphasized performance, fit, and feel while showcasing the technical advancements of the products.
Photographer Norman Wong
Film Shady Hanna
Talent Emilio Dutra & Theophilus Taiw Aladejebi
Art Director Anaïs Favier
Creative Director Pat Young
Producer Valesca Francois & Kathi Ziolkowski
Set team Nach Zoftfall
Casting Director Amanda Munoz
Stylist Elim Chu
Tailor Lynn Weare
Grooming Franceline Graham
Concept designer Carling Hind
Concept copywriter Siofan Davies
Video Editor Dan Rocque
Movement coach Jay Agustino