This project focused on developing product-led imagery that clearly communicated lululemon’s response to unmet consumer needs through design intention and material innovation. We reframed the visual hierarchy—elevating the product as the lead character while intentionally allowing the model to recede, both conceptually and in lighting. The result was a stylized, thoughtful approach that stripped away distraction and emphasized what mattered most. One of the more creatively rewarding projects I’ve led, it challenged conventional framing and clarified the power of purposeful restraint.