The joy of juxtapositioning
Athletics clothing brand Lululemon harnesses the power of fairytale with an intriguing film promoting the fitness feels.
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Credits
powered by
- Agency Droga5/New York
- Production Company Love Song
- Director Daniel Wolfe
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Credits
powered by
- Agency Droga5/New York
- Production Company Love Song
- Director Daniel Wolfe
- Chief Creative Officer Tim Gordon
- Chief Creative Officer Felix Richter
- Global Head of Art Alexander Nowak
- Group Creative Director Thom Glover
- Creative Director Marybeth Ledesma
- Senior Copywriter Ted Meyer
- Senior Art Director Jason Gold
- Copywriter Gabe Santana
- Art Director Germany Lancaster
- Executive Design Director Nate Scott
- Executive Producer Alyssa Dolman
- Executive Producer Mike Hasinoff
- Senior Producer Martin Couch
- Senior Music Supervisor Mike Ladman
- Associate Director of Art Production Bianca Escobar
- Colorist Simon Bourne
- Color Framestore/London
- Senior Color Producer Chris Anthony / (Color Producer)
- Creative Director Dan Williams
- Post Production The Mill/London
- Executive Producer Clare Melia
- Producer Mia Saunders
- 2D Lead Dan Adams
- Music/Sound Barking Owl
- Sound Designer/ Mixer Dan Flosdorf
- Creative Director Kelly Bayett
- Executive Producer Ashley Benton
- Graphics/Retouching Second Child (In-House at Droga5/New York)
- DP Deepa Keshvala
Credits
powered by
- Agency Droga5/New York
- Production Company Love Song
- Director Daniel Wolfe
- Chief Creative Officer Tim Gordon
- Chief Creative Officer Felix Richter
- Global Head of Art Alexander Nowak
- Group Creative Director Thom Glover
- Creative Director Marybeth Ledesma
- Senior Copywriter Ted Meyer
- Senior Art Director Jason Gold
- Copywriter Gabe Santana
- Art Director Germany Lancaster
- Executive Design Director Nate Scott
- Executive Producer Alyssa Dolman
- Executive Producer Mike Hasinoff
- Senior Producer Martin Couch
- Senior Music Supervisor Mike Ladman
- Associate Director of Art Production Bianca Escobar
- Colorist Simon Bourne
- Color Framestore/London
- Senior Color Producer Chris Anthony / (Color Producer)
- Creative Director Dan Williams
- Post Production The Mill/London
- Executive Producer Clare Melia
- Producer Mia Saunders
- 2D Lead Dan Adams
- Music/Sound Barking Owl
- Sound Designer/ Mixer Dan Flosdorf
- Creative Director Kelly Bayett
- Executive Producer Ashley Benton
- Graphics/Retouching Second Child (In-House at Droga5/New York)
- DP Deepa Keshvala
Any film that opens with the enigmatic line, “‘my own garden is my own garden,’ said the Giant,” set against incongruous images of a man tussling with his exercise regime is guaranteed to hold the attention from the first frame.
Created by Droga5 NY and directed by Daniel Wolfe through Love Song, the spot Being Well is a Journey, is part of the brand’s integrated Feel campaign and brilliantly mines Oscar Wilde's short story The Selfish Giant.
It relates the tale of an introvert giant who builds such a wall around his plot that spring cannot get in, meaning the birds don’t care to sing and the trees forget to blossom.
The beautifully crafted two-minute film follows one man’s journey through a cycle of punishing, unsustainable and closed-off behaviours, before he opens up – emotionally and physically – to a new world of nature-loving practice, community and joy.
Meanwhile, in the land of the Selfish Giant, children brake through a hole in the wall and let the springtime in, a once trapped bird relishes the freedom of flight and the man jogs out into the light to relish the fecundity of the forest. The giant's heart melts and he is found covered in blossom. Nice.
The soundtrack was composed by two-time Oscar winner, Atticus Ross.
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