lululemon

DATE

KIND

ROLE

2023

Content Strategy, Photoshoot, Video Shoot

Art Direction, Content Strategy

In 2023, lululemon tapped BASIC® to solve a deceptively simple problem: guests on lululemon.com couldn't tell their leggings apart. With three distinct franchises each built for different uses, we used product photography and feature reels to do the differentiating. Contextual styling and props guide guests to the right fit, while close-up detail shots validate the choice, all while letting lululemon's personality shine through.

↳ PHOTO SELECTS/WEB PLACEMENTS

lululemon leggings and running vest — model with urban pole prop, blue tights, armband and sunglasses on neutral studio background

Women's Leggings category page — franchise carousel with Leggings 101, Align, Wunder Train, and Fast and Free; filters, sort, and product grid

Product listings for Wunder Train and Align tights; Everlux feature — Sweat shouldn't hold you back; shop Wunder Train with Pockets

lululemon locker room — model in teal leggings, grey hoodie, bench and metal lockers, gym bag

lululemon training — woman in black athletic wear in squat with battle ropes, motion blur, neutral studio

lululemon studio — model at ballet barre in grey leggings and white sports bra, holding pointe shoes, neutral backdrop

lululemon Align High-Rise 25 inch product page — Nulu fabric, price; lifestyle photo with tote and grey leggings

lululemon leggings — woman in plank with leg lifted on sage green yoga mat, white crop top, navy tights, neutral studio

lululemon product detail — Feel and Function sections with support slider, materials and care, and lifestyle photography in ribbed brown set

lululemon — two models in purple and red leggings with large tractor tires, neutral taupe studio

lululemon — model on white stairs in black top and royal blue pocket leggings, neutral studio

Pure running freedom — Nulux fabric copy with light support scale; runner in blue leggings and sunglasses

Features — Make it cozy; Nulux fleece product detail with pocket seam and copy

lululemon — woman in deep lunge in purple leggings and white long-sleeve top, neutral studio

↳ OVERVIEW VIDEO