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
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.
Creative Director: Eric Kripas
Art Director & Designer: Amanda Griffin
Photographers: Sean Berry & Finn O'Hara
Check out some of my other work