lululemon: Back To Sweat Campaign

Jan 2025

The Back To Sweat campaign for lululemon captures the energy of movement through a series of outdoor, performance-focused imagery. Creative directed by Laura Vandenbergh and photographed by Ricky Alvarez, the project leans into a vibrant color palette and high-contrast natural light to highlight the technical features of the activewear collection. The visuals utilize a saturated, graphic aesthetic, often pairing bold magenta pinks and sage tones against textured urban architecture. By employing techniques like analogue film grain and low-angle perspectives, the work creates a dynamic, editorial feel that emphasizes flexibility and athleticism across both individual portraits and group movement shots.

Horizontal, Commercial

Natural light

Advertising Campaign