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

Group 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

Online, every pair looks identical in a product shot. For a brand built on technical performance made for specific occasions, the shopping experience wasn't doing the product justice, 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 signalled 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