Leggings for running, for yoga, and for sitting on the couch intending to do either.
Every pair looked identical, so we stopped describing the difference and started showing it, across the whole shopping and review experience.
ROLE
Creative Direction · Social and E-Commerce Content Direction · Client Presentation · Cross-functional Direction
CLIENT
lululemon
AGENCY
BASIC/DEPT
SCOPE
Digital, social, e-commerce
THE CHALLENGE
For a brand built on technical performance made for specific occasions, the shopping online experience wasn't doing the product justice. All of the leggings looked the same, and shoppers were bouncing to third-party reviews to work out the difference. Not all of them came back.
WHAT I DID
Mapped the creative to the funnel. From high-level use-case selection down through fit and style to details like pockets, so a customer could tell an Align from a Wunder Train without reading a spec sheet. Testimonials, styling and minimal set-design cues signaled what each style was built for, flexible enough to run across digital, social and product pages. I led the design team and presented to senior stakeholders, working alongside lululemon's own creatives on art direction, copy, propping and styling. They had strong opinions on all of it and we worked through most of those calls together.
Set the strategy, then got out of the way. As Group Creative Director I built the pillars that kept the review content on strategy and shaped the questions behind it. The CD on the account ran production, made the calls on set, and brought me the edits.
IMPACT
The work earned the agency a scope expansion
Leggings 101. Every line, every use case, cut for YouTube and long-format placements.
Shoppers were leaving to find real reviews, so we made them. We cast athletes who knew what they needed from a legging and asked them to talk about it, with no rehearsal and no script.
A cutdown of the hero film, with upper-funnel imagery separating one line from the next.
A confessional testimonial on the page itself, so nobody had to leave for a review, plus the range of styles within each line.
One shoot, every stage of the funnel.
Upper-funnel context for a single line, live on the site.
The bottom of the funnel. Pockets, fabric, and the details that decide it.
