Lululemon All Day Play
Summer is a time of boundless energy, and Lululemon’s campaign encouraged embracing all 24 hours—from Sun Salutations to moonlit races. I led the creative vision, overseeing design, photography art direction, and the photo shoot to capture the brand’s active and vibrant spirit. Collaborating with photographers, stylists, and the creative team, I ensured every image aligned with Lululemon’s identity, highlighting movement, mindfulness, and summer vitality. This campaign strengthened the brand’s connection with its audience, blending function, style, and energy seamlessly.
The campaign came to life across a range of consumer touchpoints, creating a cohesive and immersive brand experience. We brought the energy of summer to Lululemon’s lookbook and in-store displays, reinforcing the message at key moments along the customer journey. On lululemon.com, the campaign anchored seasonal storytelling through bold visuals and curated product edits, while social media and email marketing extended the narrative with dynamic imagery, movement-focused messaging, and community-driven moments—ensuring the campaign felt connected, inspiring, and ever-present across platforms.
I also led the photo art direction for the campaign, working closely with photographer Bethany Vargas to capture the brand’s vibrant, all-day energy. From concept to shoot, I oversaw the visual direction to ensure each image reflected Lululemon’s spirit of movement, mindfulness, and summer vitality—balancing style and function in every photo.
