LULULEMON - HOLIDAY 2023
Lululemon
Holiday 2023 Web Campaign
TOOLS:
C4D, X-Particles, After Effects
ROLE:
Lookdev, Composition, Animation, Delivery
TEAM:
David Farquharson, Charlie Ellis, Pete Richards, Steve Jones
Bolder was tasked with developing a unique visual identity for the two largest markdown events in the Lululemon calendar: Black Friday / Cyber Monday, and End-of-Year. I primarily focused on the End Of Year and New Year visuals along with helping to composite and deliver all assets.
Working closely with lululemon's internal creative team, the challenge was to create distinct yet cohesive visual styles for the two events. Black Friday / Cyber Monday visuals would incorporate elements linking to the main Holiday campaign, while the End-of-Year event required a fresh, standalone creative approach to generate excitement for the New Year, detached from the holiday season.
I worked on the majority of End-of-Year assets, including preparing delivery to the Lululemon team via Figma. The project took 5 months from initial creative development to final delivery, with over 1700 assets to deliver.
Online Usage
A key challenge with the project was that the assets needed to be versatile enough for use across various platforms, including static .com ads, promotional videos, social content, and email GIFs. This meant making oversized images, that allowed the Lululemon team to use them as needed. Assets were used across Instagram, Facebook & X, along with Lululemons Canadian, American & Australian websites.
RnD
Due to the significant amount of deliverables, and months of work, there was plenty of exploration along the way. The end-of-year visual development focused on intricate fabric detailing, along with a dreamlike depth of field that offered an aesthetic that broke away from the rest of the holiday assets. The visuals were designed to be tactile, an abstract way of representiung Lululemon’s products.
