BAUER // lululemon

The BAUER // lululemon apparel line was designed to blend BAUER's hockey style with lululemon's training and athlesuire style. As the lead Art Director, I was tasked with concepting, developing, and designing the collab's look and feel and photography aesthetic. Along with the overall art and photo direction, I made photo selects and designed the social content, web banners, print ads, and the collab's website landing page. The website landing page design was so successful that it has now become a template for BAUER's other collabs.

Client:

Studio:

BAUER

Role:

Art Director & Designer

take me there

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Photography

I worked with photographers to capture action and lifestyle shots of athletes working out in casual environments that spoke to both training and athlesuire, blending BAUER's hockey style with lululemon's athlesuire style. The compositions feature dynamic perspectives that are storytelling and highlight the flexibility and versatility of the apparel. The overall aesthetic is natural yet moody, soft yet bold, and focused yet not too serious.

Below: 2021 Women's collection shot by Sean Berry

Below: 2021 Men's collection shot by Finn O'Hara

Below: 2022 Spring Refresh collection shot by Sean Berry

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Art Direction Book

The collab's art direction book includes the photo art direction, shot list, social & video content direction, and outfit combinations for the photographers to use as reference, which I presented and shared with them before each US and CA shoot location.