Lululemon Asia

Brief

The brief was to launch Lululemon’s transitional jackets across Asia, positioning them as a premium choice for lifestyle outerwear. The films needed to speak to guests in Korea who knew the brand but had never considered its jackets, while still feeling relevant across Japan and Hong Kong.

Solution

I was brought in by Push as the editor, working alongside director Lucy Jane Brand, taking the films, a 20-second hero and a 6-second cutdown, from first assembly through to final delivery across the offline cut, colour and sound design.

Shot within a stadium and the streets around it, with talent from a running background, the rushes were full of the quiet, intimate moments that exist before and after movement: small glances, transitions and resets that gave the films their rhythm. A big part of my job was finding those moments and giving them space.

Sound design became a particularly fun part of the edit. The film opens on a breath and ends on one, with the idea that everything in between almost unfolds inside that single breath. Underneath, a subtle heartbeat acts almost like a kick drum, giving the film pulse and energy without disrupting its calm.

The rest of the soundscape was deliberately restrained: atmospheric ambience, soft drones, long chord releases and plenty of reverb. Together, it created something that could keep moving while still feeling spacious, relaxed and slightly dreamlike.