CORE COLLECTIONS—Campaign














Minimize distraction and maximize comfort.





This series of campaigns take 5 classic Lululemon products and update them though styling and art direction. Giving a new look to everyday favourites.



Basic ≠ Basic

Approaching this project differently, we focused not on the clothes themselves, but the individuals inside them. What makes a basic not basic? It’s the way you style it, your personality, your hairstyle, your attitude. Leading us to concept into the personalities of each core product, and finding that special uniqueness that came with them.












Creative Team

Art Director
Cesar Banares
Copy Writer
Ali Hacket
Graphic Designer
Karim Kadi
Stylist
Erin Johnson
Producer
Sarah Buell
Photographer
Thompson Chan
Videographer
Evan Bourque