National campaign for a collaboration
Lululemon X Fanatics
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Fanatics and Lululemon joined forces to launch The New Feel of Game Day. Featuring 12 NHL athletes and their partners, we captured what fan gear feels like when elevated with premium design and personal storytelling.
Each shoot took place in a different hometown — some even in the athletes’ homes. The creative challenge was cohesion across wildly different backdrops, but through sharp direction and tight production, we delivered a unified, intimate campaign that redefined game day style.
