PB Film

LULULEMON’S CINEMATIC PERFORMANCE FEATURES FRANCES TIAFOE

Lululemon and Condé Nast have partnered on a short film series that reimagines athlete-led sports storytelling. Titled 24 Hours To The Fullest, the campaign features ATP tennis star Frances Tiafoe, with part of his story filmed at the Delray Beach Tennis Center, a location that has also hosted shoots for Serena Williams and MrBeast.

Produced by creative studio Field Unit and directed by Henry DaCosta, the series captures athletic performance as an everyday practice. Using streamlined, micro-setups, the production remained agile while delivering cinematic, high-end visuals.

The campaign is paired with interviews in GQ and Vanity Fair, showing how integrated storytelling can strengthen athlete partnerships. By exploring both the physical and mental demands of performance, the series moves beyond traditional endorsements, highlighting the power of authentic narratives, compelling locations, and efficient production.