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 campaign aimed to elevate lululemon’s position as the leading brand for performance-driven men’s activewear, driving sales by emphasizing the products’ enhanced design and improved fit for a seamless training experience.
As the art director, I guided the creative direction to ensure the campaign effectively communicated lululemon’s commitment to listening to customers and reimagining its products for an improved fit and feel. Working closely with designers, copywriters, editors, and motion designers, we crafted a futuristic, dynamic aesthetic that visually reinforced the cutting-edge advancements of the products.
Photographer Norman Wong
Film Shady Hanna
Talent Emilio & Tai
Art Director Anaïs Favier
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