Rethink what Yoga is with Lululemon and Virtue
Think you know yoga? lululemon's first ever ad campaign (made by Virtue Worldwide) wants you to think again.
Credits
powered by
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- Production Company Pulse Films
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Credits
powered by
- Production Company Pulse Films
- Editing Company Whitehouse Post
- Visual Effects Carbon VFX (New York)
- Sound Design Sonic Union, New York
- Editor Nate Katz
- Editor Paul La Calandra
- Director of Photography Matthew Emvin Taylor
- Director of Photography Jackson Hunt
- Executive Creative Director
- Executive Producer Hillary Rogers
- Executive Producer James Sorton
- Executive Producer Eric Tu
- Chief Creative Officer
- Creative Nicholas Maciag
- Creative Markus Hard
- Photographer Emily Winiker
- Photographer Graham Turner
- Production Manager Harriet Staples
- Production Manager Yuki Wakano
- Chief Strategy Officer
- Head of Production Emma Starzacher
- Director Anthony Coleman
- Director Hector Dockrill
- Director Lotfy Nathan
- Producer Marcia Wigley
- Producer Dena Lenard
- Producer Paul O'Beirne
- Producer Omid Fatemi
- Producer Maurizio Von Trapp
- Colourist Mikey Rossiter
- Colourist Derek Hanson
- Junior Creative
Credits
powered by
- Production Company Pulse Films
- Editing Company Whitehouse Post
- Visual Effects Carbon VFX (New York)
- Sound Design Sonic Union, New York
- Editor Nate Katz
- Editor Paul La Calandra
- Director of Photography Matthew Emvin Taylor
- Director of Photography Jackson Hunt
- Executive Creative Director
- Executive Producer Hillary Rogers
- Executive Producer James Sorton
- Executive Producer Eric Tu
- Chief Creative Officer
- Creative Nicholas Maciag
- Creative Markus Hard
- Photographer Emily Winiker
- Photographer Graham Turner
- Production Manager Harriet Staples
- Production Manager Yuki Wakano
- Chief Strategy Officer
- Head of Production Emma Starzacher
- Director Anthony Coleman
- Director Hector Dockrill
- Director Lotfy Nathan
- Producer Marcia Wigley
- Producer Dena Lenard
- Producer Paul O'Beirne
- Producer Omid Fatemi
- Producer Maurizio Von Trapp
- Colourist Mikey Rossiter
- Colourist Derek Hanson
- Junior Creative
Across their stores, digital channels and OOH spots, Virtue have created This is Yoga, which takes activities you may not expect to be associated with the discipline and shows how they can be aided by it.
Across an advert, directed by Lotfy Nathan of Pulse Films, and a series of mini branded content documentaries, these activities are explored. In one doc, for example, [above] we learn how the practice of breath from yoga allows British grime MC P Money to rap better. Other videos will feature "three-time Olympic gold medalist Kerri Walsh Jennings, art of Capoeira instructor Jian Pablico, artist CJ Hendry, Mexico City ballroom dancers House of Apocalipstick... Beijing punk band drummer Atom, and professional surfer Maddie Peterson" according to a Virtue spokesperson, all of which practice yoga to improve their day jobs.
The main ad, meanwhile, brings all these stories together in a rapid-fire montage taking in dance, capoeira, and drumming, creating a campaign about yoga that doesn't actually feature any.
Connections
powered by
- Agency Virtue Worldwide
- Editing Company Whitehouse Post
- Production Pulse Films
- Sound Design Sonic Union, New York
- Visual Effects Carbon VFX (New York)
- Director Lotfy Nathan
- Director Hector Dockrill
- Editor Paul La Calandra
- Executive Producer Eric Tu
- Executive Producer Hillary Rogers
- Executive Producer James Sorton
- Head of Production Emma Starzacher
- Photographer Graham Turner
- Producer Marcia Wigley
- Producer Paul O'Beirne
- Production Manager Yuki Wakano
- Junior Creative Olivia Paschkes
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