lululemon: Cold Run
A winter running campaign exploring softness, breathability and human connection through the lens of cold-weather movement.

Role & Ownership
Art Director leading visual storytelling across the campaign from concept of shoot through to on set art director and execution of campaign assets.

Creative Contribution
Built a visual world rooted in space, air and movement, using the vast beaches and crisp light of the North Devon coastline to express the breathable, lightweight feel of lululemon’s cold-weather run gear.
Used the project as an opportunity to evolve lululemon’s casting approach, introducing professional models in place of the brand’s ambassador-led community casting while retaining a sense of intimacy, spontaneity and emotional authenticity.

Impact
Demonstrated a new casting and storytelling approach that maintained the brand’s emotional credibility while broadening its creative possibilities.

In collaboration with
Photographer: Peter Schiazza