lululemon / Leggings 101

Taking the guesswork out of shopping for leggings

Lululemon makes hundreds of leggings for everything from running to yoga. But they all look so similar that it’s hard to tell what activity they're designed for—especially online. 

The creative direction for this project focused on product distinction and education. We used styling, testimonials and minimalistic set design cues to convey the intent of each style, and take the stress out of choosing the best legging.

Role: Creative Direction
TEAM—Project managed and executed with a full team at BASIC®: Agency: Matt Kipper, John Bermingham, Rielly Dunn, Cristina Keane, Allie Emmerich. Production: Bryght Young Things, Photography: Anthony Treviño, Director: Anna Pollack, DP: Joanna Nguyen