The Science of feel
LULULEMON
role — Concept, Creative Director
EDITORIAL, NEWSLETTER, DIGITAL & COLLABS
This project was a true exercise of artistic brand storytelling. Through photo-direction and curation, we showcased product launches and fostered a thriving community within Lululemon's weekly newsletter, which remains to this day, the main touchpoint for millions of fans worldwide.
Rooted in the 'science of feel', which emphasizes the interconnectedness of physical, mental, and social well-being, we wanted to inspire deeper connections and a sense of purpose through movement.
We partnered with renowned photographers - filmmakers, incl. Noah Klabin, Cait Opperman, Geoffrey Knott, and Jake Stangel, transforming them into documentarians to capture real people's journeys that go beyond physical exercise.
Our casting strategy was clear - featuring a diverse and magnetic group to defy traditional beauty standards and expand the definition of the 'athletic body'.
This focus on inclusivity and authentic storytelling resonated deeply with Lululemon's core community, strengthening connections and a space where everyone feels empowered to move, connect, and thrive.
