Lululemon, Winter 16: In the Elements

Concept, art direction


For the Winter 2016 collection, we took inspiration from the year end and the need to find respite. Whether you find it on the edge of a city or in the solitude of the outdoors, air brings clarity, refreshes and reminds us what is truly important.

We ventured to Norway get into the elements, back to our breath and explore the air out there

placement:, retail, Printed lookbook



We created a hybrid catalog and magazine that featured campaign photography, product features, interviews and cold weather performance tips from athletes and meditation exercises from mindfulness experts.

This limited run 110-page print piece was seeded to press and influencers as well as placed within flagship stores. The piece included a scratch and sniff page of Norwegian mist and tear away postcards to send to friends.


To accompany the limited-run print piece, we developed a fully integrated digital lookbook experience that featured exclusive editorial stories, e-commerce integration and shoppable video content.


Project Context: Multi-faceted role from concept to execution including: treatment, location research and itinerary development, HMU direction, shotlist development, on-set art direction, selects, post-production, digital and print design and pre-press.

Photography by Jace Lumley, Noah Sahady


Cinematography by Sean Conte

Creative Direction by Chelsea Matthews

Agency: Another