lululemon: This Is My Meditation
Editorial platform created in support of World Mental Health Day, exploring the personal rituals, routines and movement practices that individuals use as forms of meditation.

Role & Ownership
Art Director and Graphic Designer across campaign identity, editorial design and digital storytelling.
Led the visual direction and design system for a content-led campaign spanning long-form editorial features, social assets and digital experiences.

Creative Contribution
Developed a visual language rooted in tactility, collage and human imperfection to reflect the personal and non-linear nature of mental wellbeing.
Moved away from traditional retail or ecommerce aesthetics in favour of a more editorial and emotionally driven approach, using layered compositions, analogue textures, torn paper forms and fragmented typography to create a sense of reflection and intimacy.
Art directed a series of ambassador stories, profiles and rituals that explored alternative interpretations of meditation — from movement and breathwork to creativity, routine and community connection.
The campaign system was intentionally crafted to feel assembled by hand, balancing photography with graphic interventions and modular layouts to create a softer, more mindful digital experience.

Impact
Created an editorial platform featuring five long-form stories alongside a suite of social-first content released during Mental Health Awareness Month.
Helped position lululemon within a more human and community-led conversation, shifting focus from product to emotional connection and shared experience.
The campaign encouraged audiences to engage with mental wellbeing through accessible, relatable stories rather than instructional wellness messaging.

In Collaboration With
Photographer: Francis Augusto