Lululemon GRD

A global celebration of running and community. Running is an invitation. It belongs to no one and everyone. No one teaches us how to run. There’s no right way to do it. No choreography. It’s pure movement. A mirror that reflects us back to us. It’s a blank canvas that we fill. An inherent partnership between us, our bodies, our minds (and whoever we see along the way). Running—and the feelings that come with it—are a personal invitation we choose to accept, the second we pull on our gear and head out the door. This campaign is a giant invitation: to run, to run on Global Running Day, and to feel running differently. Our campaign visuals are designed to capture the essential qualities of running with a nod to unique expression and individuality within the sport.

The Ask: Lululemon sought to create an inclusive and exciting campaign for its GRD collection that celebrated diverse communities.

The Project: Directed the visual and thematic aspects of the campaign, fostering an inclusive and welcoming “vibe” on set. Managed mood boards, set design, and team coordination to ensure a seamless production that aligned with brand values.

The Result: The GRD campaign was celebrated for its authenticity and vibrant energy, enhancing Lululemon’s reputation for community-focused initiatives.