lululemon: Let the Magic Move You
A seasonal campaign celebrating the emotional and physical moments that connect people through run, train, yoga and everyday ritual.

Role & Ownership
Art Director responsible for translating lululemon’s global Holiday platform into a European campaign ecosystem. Led creative direction across stills and film, owning visual storytelling, casting strategy and execution across campaign, retail and digital assets.

Creative Contribution
Defined the visual expression of the European Holiday campaign, building a world where performance, connection and seasonal celebration could coexist naturally within the lululemon brand.

Shaped athlete casting and narrative moments to foreground community, belonging and shared experience, helping the campaign feel less like a seasonal retail story and more like a reflection of lululemon's Sweatlife community.

Impact
Delivered a 360 seasonal campaign spanning stills, film, retail and digital platforms across Europe for their peak sales season.

In collaboration with
Copywriter: Mišel Saban. Photographer: Felix Wittich. DOP: Paul Pack