IN CASE YOU'RE OUT OF PRACTICE, THIS IS VIRTUE-PRODUCED YOGA
In their latest ad campaign, Lululemon, the Yoga-inspired apparel company, walks their yoga pants out of the studio and into the outside world. The campaign consists of a series of mini-documentaries, produced by Vice’s in-house agency Virtue. And it's a natural fit that Virtue chooses to showcase these applied beliefs in the real world in a series of interpersonal and individual contexts. After all, Lululemon touts their mission as “honouring yoga by taking the practice off the mat.” The term “practice” is a staple of yoga, in part a repetition of an activity but much more the application of an idea or belief that can extend into the world. The campaign offers a few of these practiced virtues in action, against the backdrop of a volleyball match, a drum kit, and a surf session. The practice of letting go. The practice of breath. The practice of nonviolence. The practice of devotion. In a way, the pace of the ads themselves mimic that of some yoga forms, with a volley of powerful exertion and quick edits followed by quiet, slow-motion rests before the action resumes. Namaste to the following Working Not Working members behind this campaign: Anthony Coleman (Creative Director), Nick Maciag (Lead Creative), Dena Lenard (Producer), and Erin Kelly (Senior Designer).