Working with lululemon ambassador Anya Culling, I created a social campaign film for the launch of their new Block Party Collection. Shot in the woodlands of Suffolk, the concept drew inspiration from Anya’s familiar running routes, bringing a sense of authenticity and connection to the outdoors. We took a natural, conversational approach to the storytelling, capturing Anya as though she were chatting to a friend on her everyday run. The result was a relaxed, cinematic piece that placed the collection within the rhythm of her training, rather than a traditional product-led advert.