Holiday Campaign 2025
lululemon
Design lead for visual identity system, still life capture and stop motion for lululemon's 2025 holiday gifting campaign.
CD: Laura-lé Vandenbergh
Sr AD: Fernanda Arreguín
Sr GD Concept: Ryan Kearns, Zander Geddes
Sr Copy: Laura Johnson
Second Unit: AD: Malin Otmalm; Sr GD: Kayli Hendricks
Photo: Emily Lipson (in-situ), Andrew (studio)
DP: Brandon Kuzma
Video Editors: Stephen Leck, Alex Shutsa
Styling: Clare Seddon, Holly Cooper
Casting: Amanda Munoz
For their 2025 holiday gifting campaign, lululemon wanted to show the guest that gifts from lululemon are the catalysts to infinite possibilities, meaningful experiences, transformation, and boundless potential rooted in movement.
With ‘Unbox .’ as the platform we set a flexible canvas to speak powerfully across all channels, all categories, and all the sensations that can be unlocked through the gear.
Throughout the 9-week campaign, we featured ambassador-led story telling with mix of pro-talent product stories—each with their own themes, inspiring the guests to ask, “what will you Unbox?”
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In addition to being a core member of the concept team through pre- and post-production, my key responsibilities were the development of the visual identity system and guidelines for global output, as well as the concept development, art direction and capture of the still life and stop motion assets.
To support the newness stories, we developed a suite of studio assets ranging from on-body, to curated still life and playful stop motion assets to inject a festive thread with more direct nods to gifting to live throughout the campaign.
Because of the strength in the concept and capture, we wanted to create a complimentary graphic application that would allow you to just ‘add a little bit of holiday magic’ here and there to elevate the creative when needed.
To achieve this, we developed a graphic that could be used on it’s own; in a lock-up or in groups; static or in motion; as little or as much as needed.
Knowing the prevalence of star imagery this time of year, we took care in crafting our own version, being careful not to overuse it in obvious ways. Always remembering, a little bit of magic can go a long way.
For our off-body content, we were challenged to create compelling compositions that could tell a clear product story for our guests in an intentional and elevated way.
After sketching more than 150 compositions exploring key categories and guest profiles, we partnered with set designer and stylist, Selena Liu, to help bring the visions to life.
For a more playful approach to gifting messaging, we developed a series of stop motion animations putting product front and centre, featuring the first appearance of the lululemon Red Gift Box. A new holiday staple.
In all, the team delivered into more than 3,000+ assets covering digital, e-commerce, social, retail and out of home, reaching millions of guests, exceeding reach and sales targets throughout the campaign.
thank-you for your patronage!
