lululemon

Jul 2026

Lululemon presents The Selfish Giant, a commercial film that explores the juxtaposition of rigorous athletic discipline and quiet, private moments. Following a narrative path that moves between high-intensity training sessions in a pool and the stillness of a minimalist bedroom, the project leans into a cool-toned visual palette to define its tone. Crafted with a cinematic approach, the film utilizes dramatic shadows and high-contrast indoor environments to bridge the gap between performance and reflection. Post-production and VFX for the project were managed by William McVay, emphasizing the moody atmosphere through technical layering and precise transitions between architectural interior spaces.

Horizontal, Cinematic, Moody, Cool

VFX / visual effects

Sportswear

Outdoor Pool

Brand Film / Corporate Video