The centerpiece of the new lululemon activewear “FEEL” campaign from Droga5 NY is this two-minute film, “Being well is a journey,” directed by Daniel Wolfe via production house Love Song.
The anthem film–set to excerpts from Oscar Wilde’s “The Selfish Giant”–follows one person’s journey through a cycle of punishing, unsustainable and closed-off behaviors, before opening up–emotionally and physically–to a new world of sustainable practice, community, and joy. The soundtrack was composed by two-time Oscar winner, Atticus Ross via Barking Owl, with Dan Flosdorf serving as sound designer and mixer.
Credits
Client lululemon Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Alexander Nowak, global head of art; Thom Glover, group creative director; Marybeth Ledesma, creative director; Ted Meyer, sr. copywriter; Jason Gold, sr. art director; Gabe Santana, copywriter; Germany Lancaster, art director; Nate Scott, executive design director; Sunny Lee, sr. designer; Kenisha Rullan, designer; Mike Hasinoff, executive producer, film; Martin Couch, sr. producer, film; Mike Ladman, sr. music supervisor; Cecilia Diaz, group strategy director; Sarah Khan, brand strategist; Ben Nilsen, group communications strategy director; Cherish Lee, sr. communications strategist; Christina Fieni, group data strategy director; Joy McKenzie, data strategy director. Production Company Love Song Daniel Wolfe, director; Deepa Keshvala, DP; Emily Skinner, Kelly Bayett, exec producers; Julie Sawyer, producer. Editorial ZED Dominic Leung, editor; Rob Daglish, assistant editor. Color Framestore London Simon Bourne, colorist; Chris Anthony, sr. color producer. Postproduction The Mill Dan Williams, executive creative director; Chris Allen, Clare Melia, exec producers; Mia Saunders, producer; Chee Yen Wang, production assistant; Dan Adams, 2D lead; Beck Selmes, 3D lead. Music/Sound Barking Owl, Los Angeles Dan Flosdorf, sound designer; Atticus Ross, composer; Kelly Bayett, creative director; Ashley Benton, exec producer. Audio Post Barking Owl, Los Angeles Dan Flosdorf, mixer
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
