An extension of the foundational Casual platform established in 2023, this digital campaign translated the elevated, style-driven tone into ecommerce and marketing environments. I developed the concept and led the creative end-to-end—balancing expressive, editorial photography with clear product communication, tailored specifically for the digital retail experience. Building on the modern aesthetic and casting-forward approach of the original campaign, this execution brought cohesion and depth to the digital expression of lululemon’s evolving lifestyle category.