LuluLemon — Design DNA
Lululemon has long been synonymous with innovation in sportswear. We partnered with Basic agency to develop Design DNA, a visually striking video series that unpacks the advanced engineering behind it’s iconic products.
Client: Lululemon. Agency: Basic. Studio: Steelworks Role: Creative Director.
Lululemon
Each video dives into what makes Lululemon apparel superior, setting it apart from imitators, through a seamless fusion of campaign lifestyle footage, high definition CGI and dynamic visual storytelling. We bring to life the craftmanship that speaks to the brand's premium positioning.
Lululemon
Lululemon’s Chargefeel shoes are engineered for movement. Designed to seamlessly transition from running to training without compromise. Using high definition CGI, we highlighted the advanced technology that makes this possible.
Lululemon
Using CGI, we showcased the technology behind Lululemon’s Glow Up Tight and it’s groundbreaking Ultra Lu Fabric.
Our visual metaphors hinted at the construction of the fabric’s bonded microstructure.
Credits
Creative Direction
Miguel Rato
Global Head of Production
Hannah Byers-Brown
Producer
Antia Goicoechea
Executive Creative Producer
Chago Venable
Design
Martina Stifinger, Ross Mason
Animation
Michael Marczewski, Afonso Soares
Simulation
Nil Estany
Lighting
Martina Stifinger, Ferran Sellares, Ross Mason, Joseph Winston
Agency
Basic/Dept