Campaign Concept: Bringing the new collection to life… through movement, design, and real moments.
What if movement met architecture in the most unexpected places?
For Lululemon’s new collection launch, this concept transforms the act of working out into a public statement — not with ads, but with presence.
wherever life happens
|
wherever life happens |
An invitation to move
|
An invitation to move |
The idea: build beautifully crafted, high-design workout booths and drop them right into the heart of the city — a subway platform, a downtown plaza, or the beach at sunset. Each booth becomes a minimalist glass-and-wood capsule that embodies calm, focus, and Lululemon’s premium aesthetic.
Imagine a yoga session unfolding quietly amid the morning rush hour.
A spin class powering through the golden-hour skyline.
Or a strength circuit by the ocean, waves in the background, and a crowd gathering to watch.
It’s the contrast that captures people — the collision between chaos and calm, structure and movement.
Social Storytelling
Beyond the architecture and spectacle lies the human story.
The campaign’s social layer invites real commuters — people on their way home from work, dressed in everyday clothes — to step inside the booth. They’re handed the new collection, given a moment to change, and suddenly find themselves part of a class.
Those moments of surprise, hesitation, and excitement are filmed from a distance — hidden-camera style. The reveal is raw and unfiltered: laughter, disbelief, the first shaky reps, the mid-class struggle, and finally, the rush of satisfaction as they finish the workout.
These clips form the emotional engine of the campaign.
They’re relatable because it could happen to anyone — the story of an ordinary day turned into a Lululemon moment. They show that the brand isn’t just about apparel; it’s about being ready to move anytime, anywhere.
Tell Me About Your Projects
Interested in working together? Fill out some info and I will be in touch shortly. I can’t wait to hear from you!!