For the Director’s Cut of Lululemon’s Design DNA series, we reimagined the story of the Chargefeel 3 shoe with a heightened cinematic approach with snappier edits, moodier lighting, and stylized CGI that leans into tone as much as technicality.Each frame was engineered to echo the shoe’s own design philosophy: responsive, dynamic, and purpose built. We used dramatic lighting to sculpt every detail, fast-paced cuts kept the energy high and the viewer engaged, and detailed simulations exposed the high-performance materials hidden in plain sight.
Client — Lululemon
Project — Director's Cut
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Summary
For the Director’s Cut of Lululemon’s Design DNA series, we reimagined the story of the Chargefeel 3 shoe with a heightened cinematic approach with snappier edits, moodier lighting, and stylized CGI that leans into tone as much as technicality. Each frame was engineered to echo the shoe’s own design philosophy: responsive, dynamic, and purpose built. We used dramatic lighting to sculpt every detail, fast-paced cuts kept the energy high and the viewer engaged, and detailed simulations exposed the high-performance materials hidden in plain sight.
Credits
Creative Director
Miguel Rato
Global Head of Production
Hannah Byers-Brown
Executive Creative Producer
Chago Venable
Producer
Antia Goicoechea
Design
Martina Stiftinger
Ross Mason
Joseph Winston
Afonso Soares
Animation
Michael Marczewski
Afonso Soares
Joseph Winston
Lighting
Martina Stiftinger
Ferran Sellares
Joseph Winston
Sound Design
Otic Audio