Background

Background

lululemon approached our team with the task of developing a campaign targeting men, focused on their innovative anti-ball-crushing (ABC) pants. The challenge was clear: lululemon’s brand identity had long resonated with a female audience, and the goal was to create a campaign that connected authentically with men without losing the brand’s core essence. We needed to position the ABC pants as the go-to solution for male comfort, while also making sure the messaging was playful and relatable.

lululemon approached our team with the task of developing a campaign targeting men, focused on their innovative anti-ball-crushing (ABC) pants. The challenge was clear: lululemon’s brand identity had long resonated with a female audience, and the goal was to create a campaign that connected authentically with men without losing the brand’s core essence. We needed to position the ABC pants as the go-to solution for male comfort, while also making sure the messaging was playful and relatable.

The Approach

The Approach

As art director, my role in this project involved providing support in both pre-production and production. I helped develop the visual concepts and ensured we stayed aligned with lululemon’s premium, clean aesthetic while shifting the tone to appeal to men. We leaned into subtle humor, using visual metaphors to highlight the awkward reality men face when making public ‘adjustments.’ Our goal was to keep the visuals fun and lighthearted, showing the ABC pants as a comfortable solution, without being too overt.

As art director, my role in this project involved providing support in both pre-production and production. I helped develop the visual concepts and ensured we stayed aligned with lululemon’s premium, clean aesthetic while shifting the tone to appeal to men. We leaned into subtle humor, using visual metaphors to highlight the awkward reality men face when making public ‘adjustments.’ Our goal was to keep the visuals fun and lighthearted, showing the ABC pants as a comfortable solution, without being too overt.

Pre-Production + Production

Pre-production and production

During pre-production, I supported the creative team with ideas. I provided input on how to creatively capture the unique positioning of the ABC pants while keeping the visuals fresh and engaging. We explored different settings and scenarios that would speak to men’s everyday experiences, ensuring the campaign stayed relatable and aligned with lululemon’s brand identity.

On the day of the shoot, I provided on-set support, collaborating closely with the creative director and production team. My focus was to make sure the playful elements of the campaign translated well on camera. I worked with the creative director, photographer and talent to capture authentic moments that conveyed the humor and ease we were aiming for. We played with framing and subtle gestures, ensuring the final shots felt natural and engaging, all while highlighting the key benefits of the ABC pants.

During pre-production, I supported the creative team with ideas. I provided input on how to creatively capture the unique positioning of the ABC pants while keeping the visuals fresh and engaging. We explored different settings and scenarios that would speak to men’s everyday experiences, ensuring the campaign stayed relatable and aligned with lululemon’s brand identity.

On the day of the shoot, I provided on-set support, collaborating closely with the creative director and production team. My focus was to make sure the playful elements of the campaign translated well on camera. I worked with the creative director, photographer and talent to capture authentic moments that conveyed the humor and ease we were aiming for. We played with framing and subtle gestures, ensuring the final shots felt natural and engaging, all while highlighting the key benefits of the ABC pants.
 

Final Execution

Final Execution
 

In post-production, I worked alongside our creative director, supporting the final designs and direction for retouching. My involvement focused on ensuring the finished assets maintained the right balance between humor and sophistication. We refined the visuals to keep them clean and polished, while making sure the humor came through in an understated way. The final assets were dynamic, relatable, and perfectly aligned with lululemon’s campaign goals.

In post-production, I worked alongside our creative director, supporting the final designs and direction for retouching. My involvement focused on ensuring the finished assets maintained the right balance between humor and sophistication. We refined the visuals to keep them clean and polished, while making sure the humor came through in an understated way. The final assets were dynamic, relatable, and perfectly aligned with lululemon’s campaign goals.

Client: lululemon
Agency: Pound & Grain
Creative Direction: Graham MacInnes & Scott Lew
Role: Art Direction / Design
Videography: Gordon Wong

Client: lululemon
Agency: Pound & Grain
Creative Direction: Graham MacInnes & Scott Lew
Role: Art Direction / Design
Videography: Gordon Wong