The day before the launch of lululemon's biggest bra innovation yet, we built the intrigue by setting up the problems that all bra-wearers know all too well.
We launched with a video series that showed three incredible runners putting the bra to the test.
in the middle of the desert.
in some serious heat.
![](https://cdn.myportfolio.com/0c78b2bdf601917d0766b240b5080b00/000a521a-560e-4f5f-bded-c94e1261128b_rw_3840.jpg?h=4e8fabf4d3bcb06b994f6f5e53bc3c0e)
A peek at the product description page:
![](https://cdn.myportfolio.com/0c78b2bdf601917d0766b240b5080b00/5eba1bfd-82c1-4979-8fec-5346fc33f02c_rw_1920.jpg?h=75c3dd32d6ff0727ad4207886eb75a23)
![](https://cdn.myportfolio.com/0c78b2bdf601917d0766b240b5080b00/ec73f2d1-8719-46f1-9d0e-29dba8323932_rw_1920.png?h=b61f9a2246272843b3b4c6ff8de2275f)
![](https://cdn.myportfolio.com/0c78b2bdf601917d0766b240b5080b00/2c197b88-465a-4fc8-8938-39c4fb7cd5bf_rw_1920.png?h=78ba8345ef30fc2e103aed7879aa4dc5)
![](https://cdn.myportfolio.com/0c78b2bdf601917d0766b240b5080b00/613a1aa3-8a25-4b76-97f8-8e9f695605b9_rw_1920.gif?h=bd933ca1e2acfd8a8fd2757806b9449a)
check out the story page here:
Copy manager: arrabelle stavroff
art director: michael mavian
senior copywriter: kim budziak
senior designer: karim kadi
creative directors: jason effmann and pat young
production company: wavelength films
video director: nai vasha
assistant director: Zack mctee
editor: tom hohle