Rather than a traditional Black Friday sale, Vancouver-based Lululemon felt a special collaboration was more in order. In partnership with Parisian textile designer and feather worker Janaina Milheiro (Hermes, Dior, Victoria's Secret), Lululemon's Black Friday collection required a narrative unlike collections of past, one that celebrated the product, the beauty of female form, and the art of flight.
Shot on location in Paris and Los Angeles, and using a hybrid documentary and haute couture approach, our campaign film and imagery's aim was to place craftsmanship back at the center of premium design, connecting Milheiro's artisanal featherwork with Lululemon's commitment to technical performance.
We knew we wanted to tell this story for longer than just an extended weekend, and as such, created a layered campaign story that introduced a series of teaser content to get the guest excited about what was to drop.
For an added touch, we created custom typography to further narrate the use of featherwork in the print, and the sense of flight in our creative.