• Home
  • FAQs
  • WNW News
  • Creative Work
  • Opinion
  • Back to WNW
Menu

Working Not Working Magazine

  • Home
  • FAQs
  • WNW News
  • Creative Work
  • Opinion
  • Back to WNW
×

IN CASE YOU'RE OUT OF PRACTICE, THIS IS VIRTUE-PRODUCED YOGA

Working Not Working May 17, 2017

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).

Follow Anthony on WNW
Follow Nick on WNW
Follow Dena on WNW
Follow Erin on WNW

Are you a WNW Member with new work, exhibits, products, or news to share? Email us!


In WORK Tags Lululemon, Virtue, Vice, Advertising, Creatives, Pulse
← Watching Not Watching: Twin Peaks with Artist Summer OrtizWNW MEMBER ADI GOODRICH ART DIRECTS NEW FLEET FOXES MUSIC VIDEO →

Search Posts

 

Featured Posts

Featured
Sep 16, 2024
How to Tackle Employee Turnover in 2024: Lessons from Working Not Working on HR Brew
Sep 16, 2024
Sep 16, 2024
Sep 12, 2024
Creatives Spill the Tea: A Pulse Check on Employee Happiness
Sep 12, 2024
Sep 12, 2024
Apr 27, 2022
Nicole Lelacheur, a Senior Copywriter at JOAN, Talks Empathy, Instincts, & Keeping a Foot Firmly Planted Outside Adland
Apr 27, 2022
Apr 27, 2022
Apr 8, 2022
4 Steps to Build as a Business & Show Your Value, Courtesy of Carolyn Bothwell, Brand Strategist & Founder of Freelance Founders
Apr 8, 2022
Apr 8, 2022
Apr 8, 2022
6 Steps to Build Your Best Photography Portfolio
Apr 8, 2022
Apr 8, 2022
Mar 8, 2022
5 Portfolio Takeaways from Apple, Netflix, & Vans Animator Keenon Ferrell
Mar 8, 2022
Mar 8, 2022
Mar 8, 2022
Mischief President & “Sassy Bossypants” Kerry McKibbin on Stirring the Industry, Ideas Over Agency Theater, & the Power of “No”
Mar 8, 2022
Mar 8, 2022
Jan 25, 2022
5 Tips to Find Work, Collaborators, and Community on Working Not Working
Jan 25, 2022
Jan 25, 2022
Dec 20, 2021
TOV Consultant Vikki Ross Helps Brands To Become Human & Humans To Become Copywriters. (Sorry Robots.)
Dec 20, 2021
Dec 20, 2021
Nov 15, 2021
13 Steps to Create a Stand-Out Profile on Working Not Working
Nov 15, 2021
Nov 15, 2021

Powered by Squarespace