Valentine’s Day is a day for everyone to celebrate what it means to love and be loved. There is no singular way to express how you feel—being authentic and true to yourself is the message we set out to deliver in our campaign work with lululemon.
To create a big impact for a fleeting holiday, we shot a range of subjects, in both undefinable relationships, as well as on their own. These helped to convey the human quality, authentic self-love and honesty that is reflected in our audience. Photographer David Urbanke helped us bring to life a fresh and moody take on the traditional Valentine's Day aesthetic, and our copywriting parters, House of Rex, brought it all together with witty and lovable campaign messaging.