With new design leadership introducing contemporary and style-driven silhouettes, lululemon aimed to reposition its Casual Lifestyle category with a fresh visual language. Our creative approach was built to reflect this shift—grounded in casting and styling choices that brought a modern, expressive edge to the work. Minimal set construction allowed the clothing and talent to lead, while varied lighting scenarios added nuance, depth, and versatility across campaign touchpoints. The result was an intentionally editorial treatment that pushed beyond the brand’s previous lifestyle framing. This campaign marked a strategic step forward—bridging fashion and function while aligning the visual narrative with the elevated direction of the product line.