Lululemon is well known for their movement and sportswear, but its outerwear category remained less familiar to both new and existing customers. The brief was clear: elevate awareness and consideration for a collection built on function, form, and year-round wearability.

Our approach was to champion versatility through emotion, showing not just how outerwear performs but how it moves with you through the rhythms of everyday life. We framed the campaign around seasonality, exploring how we layer through shifting weather and shifting moods. This translated into a campaign that felt aspirational yet grounded, styled with purpose and worn with intent.

For the campaign, we obscured imagery of autumn leaves to create a soft, gradient backdrop. The intention was to distill the feeling of seasonality into a subtle visual language – one that felt elevated, atmospheric, and emotionally resonant. The campaign’s tagline, “For Life Layered”, became a quiet anthem: Not just for how we dress, but how we live. Complexity. Change. Comfort. All things layered.