Art Direction & Design
lululemon X SoulCycle
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The lululemon X SoulCycle collaboration was dedicated to the super-fans of both brands who share a love for technical performance wear and reaching that post-class endorphin high.
This collaboration was highly anticipated by fans of lululemon and SoulCycle alike. To capitalize on this, we created several behind the scenes teasers and released them on social media.
The campaign visual identity was inspired by the reflective detailing in the limited edition collection. Our video concept features the riders transitioning from a solo workout into a dream-like party state, representing the journey the rider goes on in a SoulCycle class.
Community is a core value of both brands. To highlight this, we used exclusively SoulCycle instructors as the talent for the photoshoot, including SoulCycle Founder, Laurie Cole.
Art Director - Katie Bambro
Copy Director - Arrabelle Stavroff
Creative Lead (Visual Identity) - Janine Merkl
Creative Lead (Lookbook) - Tora Hylands
Design - Tora Hylands & Janine Merkl