[ FILE 08 // CAMPAIGN // 2024 ]
Lululemon
A full-funnel campaign built end-to-end — one cinematic structure feeding hero film, social, and retail from a single creative spine.
Hero filmFull social kitRetail loops
[ 01 // THE BRIEF ]
Stop making one-off assets. Build a system where the hero film, the cutdowns, and the in-store loops all come from the same idea.
[ 02 // THE APPROACH ]
01
Defined one creative spine, then derived every deliverable from it — no orphan assets.
02
Designed for the edit in pre-production, so nothing was wasted in post.
03
Delivered a kit the brand could keep extending after launch.
“Idea, production, execution — collapsed into one structure. That’s why it moves faster.”ZSDX // DOCTRINE
FRAME 02 / MOTION
FRAME 03 / MOTION
[ 03 // THE RESULT ]
10M+
Campaign views1
Creative spine20+
Derived assets