Campaign
Fundamental T
Some things withstand the test of time. This t-shirt is one of them.
Concept
Greatest of all tees.
The t-shirt’s versatility has a great deal to do with its ability to outlast trends; it’s the only piece of clothing that can be worn for any occasion. Our concept draws from the idea of timelessness—both in style and product benefits—celebrating one perfect t-shirt that is simultaneously simple and special.
![](https://freight.cargo.site/t/original/i/fcc8fb9a0c0838aab7e41ffc0cc2f06256494b2c2435d7cb8c9e9e2b6e69a135/KarimKadi_28474_FKA_LululemonFundamentalTee_026_23_R_Small.jpg)
![](https://freight.cargo.site/t/original/i/29075103203fa9915c62113716ad3c0c0b2bf3fc2b48ba81fdee08c28951b7e0/KarimKadi_28474_FKA_LululemonFundamentalTee_013_11_R.jpg)
![](https://freight.cargo.site/t/original/i/023c3351e2f82a02241141f7b0fa912793714d472dce08793916b29edc242fea/KarimKadi_28474_FKA_LululemonFundamentalTee_024_08_R.jpg)
![](https://freight.cargo.site/t/original/i/9e74369d3baf2e265d6179efc5f54f578e0c5b875f5c27abff1557a14ebfdef9/KarimKadi_28474_FKA_LululemonFundamentalTee_025_07_R.jpg)
![](https://freight.cargo.site/t/original/i/86b5014ead2ce988c019aa897687991cb8c92d0d14ec8e7b42f936d29f980930/KarimKadi_28474_FKA_LululemonFundamentalTee_017_05_R.jpg)
![](https://freight.cargo.site/t/original/i/b252bed1fef5ccd8ca2bd52fe9d187018ebc273e9439eaeaa69315399ccd3bd9/KarimKadi_28474_FKA_LululemonFundamentalTee_005_15_R.jpg)
![](https://freight.cargo.site/t/original/i/aedcb675219e31b8f5e11d6f2175b339e32742683cfbdaf92d52f56ec43e2cbb/KarimKadi_28474_FKA_LululemonFundamentalTee_028_30_R.jpg)
Visual Identity
Visually reinforcing the technical innovation by using a type treatment that has a classic yet minimal digital aesthetic. This connects to timelessness and also gives the guest an immediate visual cue to the hidden technology of the shirt.
![](https://freight.cargo.site/t/original/i/66538eb4d22a73f259f1bf6734dd71d9229fac4c9fe1e1843469950be9340e6d/KarimKadi_Fundamental_Posters_2.jpg)
![](https://freight.cargo.site/t/original/i/61f8840cf9bbb25d7972f05e12b6784f8a4de9f53a80ef7809ce18cdae7c92ae/KarimKadi_28474_FKA_LululemonFundamentalTee_009_13_R.jpg)
![](https://freight.cargo.site/t/original/i/64dda94e4d8a2135409c3812aeca43e1c6af450146fdad967448f158e88a9a03/KarimKadi_28474_FKA_LululemonFundamentalTee_011_16_R.jpg)
![](https://freight.cargo.site/t/original/i/2671bb8ef86df5d40d173cf03926c30f609f822cdf0c9eb146ec40da895b553e/KK_FundamentalLookbook_V3.gif)
![](https://freight.cargo.site/t/original/i/c3ef0aefb8633c157d0d9b650d9850fccc14b0ef4fc1da3b99d05a013c0fbd20/KarimKadi_28474_FKA_LululemonFundamentalTee_009_08_R.jpg)
![](https://freight.cargo.site/t/original/i/5fb934f55054e0419fe47456e9f72f66d7f6a51de43886f4ed8a9e68707d82bc/KarimKadi_28474_FKA_LululemonFundamentalTee_011_04_R.jpg)
![](https://freight.cargo.site/t/original/i/93031f012f121c93b50740ea7398cd8df83f8beeb1fc92d476c81ee3d468488d/KarimKadi_28474_FKA_LululemonFundamentalTee_006_15_R.jpg)
![](https://freight.cargo.site/t/original/i/9fbe5904ecccef3e5ecfadb6a21a52712730050f95d1e02e4bc24f53c6891146/KarimKadi_28474_FKA_LululemonFundamentalTee_001_15_R.jpg)
![](https://freight.cargo.site/t/original/i/396fb8003071ecbc43965957384cceee728b80cda422fffa7670b14144dd06ff/KarimKadi_Fundamental_Posters_V2.jpg)
Roles
Sr. Art Director: Cesar Banares
Art Director / Sr. Designer: Karim Kadi
Sr. Copy Writer: Kat Hertz
Stylist: Courtney Cho + Caitlin Sheehan
Producer: Robyn Farnham
Photographer: Fahim Kassam
Motion Designer: John Flores
Art Director / Sr. Designer: Karim Kadi
Sr. Copy Writer: Kat Hertz
Stylist: Courtney Cho + Caitlin Sheehan
Producer: Robyn Farnham
Photographer: Fahim Kassam
Motion Designer: John Flores