Lululemon's first global ad campaign introduces the principles of yoga without showing any actual yoga.
Created by Virtue Worldwide, Vice’s creative agency, the film illustrates practices such as nonviolence, meditation and self-discipline for people off the mat. The campaign will span in-store, digital and out-of-home. Mini documentaries will feature real stories of people living out these practices around the world, such as an Olympic gold medallist, Mexico City ballroom dancers and a Beijing punk band drummer. It was created by Stacey Kawahata, Anthony Coleman and Cameron Farrelly at Virtue, and directed by Lotfy Nathan through Pulse Films.