Established for years in North America, lululemon is relatively new to Hong Kong. To coincide with the launch of their Hong Kong online store, the goal was to introduce the local market to a new yogi in their community & someone who lives and breathes the brand. By developing an ambassador story featuring Cindy Leung, an inspirational yogi, the aim was to introduce the concept of their ambassador program through this feature, and use this as an opportunity to show their product in action.
To support the launch of their Hong Kong showroom and capture their growing community initiatives, lululemon engaged white—space to develop content, imagery and stories for their global site, including an ambassador feature and product banners for their campaigns. Rolled out over the course of several weeks, the visuals conveys the good vibes and immense focus behind one of the most popular brands in active wear.
The creative had to inspire the lululemon audience to engage with the content and with the brand in a positive manner. On top of this project, local photo and video content was developed for their global site, with shoots of community events, and specific product features for both men and women in yoga and running categories.