lululemon Regent Street Ambassador Sessions


For over eight years, we’ve worked with lululemon to capture the epic humans in their store, city and global ambassador programs across Canada and the UK, creating compelling, authentic visuals that reflect the heart of their communities. One of our recent projects focused on the Regent Street London store, where we worked closely with the brand to produce imagery featuring their latest ambassadors. The goal? To showcase these individuals in the environments where they move, connect, and thrive—bringing a distinctly local perspective to the imagery.

The Brief:


lululemon sought to highlight three new Regent Street ambassadors with visuals that would live on in-store screens. The directive was clear: create content that feels immersive, candid, and true to each ambassador’s experience in their community. Each session needed to capture them in motion, in their favourite lululemon gear, and in the places that shape their routines—whether that was a fitness studio, a go-to café, or an outdoor space.


Our challenge was to seamlessly blend the spontaneity of a documentary-style shoot with the polished execution that ensures the imagery feels elevated and on-brand.

Approach & Execution:


We took a highly collaborative approach, working closely with lululemon and each ambassador to craft a session that felt personal, aligned with their lifestyles, and fit within the brief’s creative vision. The production was intentionally lean, allowing us to move dynamically between locations while maintaining an organic, in-the-moment feel.

Fitness enthusiast smiling while using Pilates reformer machine in bright studio.
Fitness enthusiast in black tank top lifting dumbbell during workout.
Athletic person in workout gear smiling while resting on exercise equipment.

Ambassador: Beth Naan

Barre Instructor at Psycle



Locations: Psycle OC (Barre & Reformer studios), Kaffeine Café


Beth’s session started at Psycle Oxford Circus, where she demonstrated barre movements in the Studio before moving through her own Reformer Pilates practice. Having photographed Beth and the Psycle studios before, I knew we could lean on the plentiful natural light and use interesting camera angles to create a dynamic, documentary-style feel. From there, we headed to Kaffeine, her favourite post-workout spot, where we captured more lifestyle moments that reflected her connection to movement, recovery, and her local community.

Ambassador: Tom Wilson-Leonard

Yoga Teacher at Psycle



Locations: Third Space Soho, Regent Street SSC Studio



Tom’s session had such a great flow. We mapped out key locations in advance but stayed open to spontaneous moments—like capturing him right in the middle of Regent Street and weaving in some lifestyle shots at Psycle, where he teaches. At Third Space Soho, he moved through his training and yoga practice in a high-performance environment, and we leaned into the space’s energy to highlight his strength and fluidity. I used a single-light setup to keep things feeling candid and atmospheric. At the Regent Street SSC Studio, we focused on yoga postures that showcased his incredible practice and connection to the community, ensuring the imagery felt personal.

Ambassador: Zoe Rogers

Barry's Trainer



Locations: Green Park, Barry’s, Carnaby



Zoe has the best energy. She’s so sweet, so kind, and totally leaned into the photoshoot experience. Having photographed inside a Barry’s before, I knew how dark and distinct the red lighting would be. I love using the workout equipment to create dynamic shapes—like a row on a bench—while keeping the session candid, natural and fuss-free with a single-light setup. I asked Zoe to move through the motions she would do if she were training, and I kept shooting in-between moments, which gave us a mix of polished movements and her natural personality. Outside Barry’s, we walked around Green Park and Carnaby to capture more lifestyle imagery and candid headshots. Zoe was so lovely to work with—we collaborated effortlessly to create content that felt true to her and on-brand for lululemon.

Dancer stretching at ballet barre in bright studio with natural lighting.
Athletic figure working out in dark gym setting with dramatic lighting and red accents in background.
Person performing bent over barbell row exercise in industrial gym setting with brick wall.
Fitness enthusiasts using kettle bells during a workout session in a bright studio gym.
Athlete lifting dumbbells in a dark gym with dramatic red accent lighting.
Athletic figure performing stretching exercise on dark floor against exposed brick wall.
Person performing a side plank exercise on a yoga mat in a mirrored fitness studio.
Portrait in dramatic lighting with red accent lights in background.
Figure performing seated yoga stretch pose on grey mat in minimalist white room.
Person enjoying a beverage while sitting outside a coffee shop.
Person demonstrating advanced yoga headstand pose in urban studio with brick wall backdrop.
Fitness enthusiast performing a plank exercise in a dimly lit gym with red lighting.
Athletic person in blue leggings and black sports bra holding a kettlebell in a bright fitness studio.
Person performing squat exercise with barbell in dark gym setting.
Person performing a kettlebell workout in a dark gym with red ambient lighting.
Person exercising on a Pilates reformer machine near large windows in a fitness studio.
Exterior view of Kaffeine coffee shop with customers relaxing on wooden benches.
Figure demonstrating advanced yoga twist pose on dark floor in studio setting.

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Results:


The final visuals seamlessly blended lululemon’s hyper-local, ambassador-driven candid storytelling with a high-quality aesthetic. Each ambassador was captured in their element, reinforcing their authentic connection to the brand and their communities.


This project exemplifies our approach—balancing documentary-style storytelling with refined execution—to create visuals that not only look compelling but feel real.

Why It Worked


COLLABORATIVE PLANNING – Each session was thoughtfully mapped out to ensure locations and movements aligned with the ambassador’s personal brand and daily routine.


Authenticity in Action – By capturing each individual in motion, in familiar spaces, the images conveyed real connection rather than staged perfection.


Seamless Execution – A nimble production approach allowed for flexibility, ensuring a smooth and efficient shoot day while preserving a spontaneous feel.

As always, our work with lululemon is about more than just photography—it’s about storytelling that deepens community connections and elevates brand identity in a way that feels natural, immersive, and dynamic.

Overhead view of person stretching on dark floor with arms extended.

Let’s Create Together


Looking to bring your brand’s story to life through authentic, high-quality visuals? Let’s collaborate to capture content that feels true to your community, your vision, and your brand.


Get in touch to start the conversation!

Let’s Create Together


Looking to bring your brand’s story to life through authentic, high-quality visuals? Let’s collaborate to capture content that feels true to your community, your vision, and your brand.


Get in touch to start the conversation!