Directed by Sophia Nahli Allison (a Best Documentary Short Subject Oscar nominee last year for A Love Song For Latasha) and backed by Melina Matsoukas' new creative collective de la revolución, Droga5 NY introduced lululemon’s first step into the performance footwear space with an artful love letter to "A Woman’s Foot." Mirroring the considerations of the BlissFeel Running Shoe–the brand’s first running shoe made for women first–the film celebrates the intricate nuances of women’s feet and what makes them feel good in motion.
“A Woman’s Foot” was shot in Mexico City and Shanghai in collaboration with cinematographer Michael “Cambio” Fernandez, with the local support of cinematographer Stevo Sheng in China. The film also features some of the brand’s ambassadors: Colleen Quigley, Kadeena Cox, Changning Zhang and Mirna Valerio alongside other real female runners.
Credits
Client lululemon Agency Droga5 New York Tim Gordon, Scott Bell, co-chief creative officers; Marybeth Ledesma, group creative director; Bastien Grisolet, creative director; Jenny Yoon, sr. copywriter; Maria Kouninski, sr. art director; Mike Hasinoff, Steve Ford, executive producers, film; Mateo Suarez, sr. producer, film; Mike Ladman, sr. music supervisor; Harry Roman-Torres, chief brand strategy officer; Cecilia Diaz, group strategy director; Justin Clagette, strategy director. Production Company De La Revolución Sophia Nahli Allison, director; Michael “Cambio” Fernandez (Mexico), DP; Stevo Sheng (China), DP; Ali Brown, exec producer; Christopher Cho, producer; Melina Matsoukas, CEO. Production Service Companies The Lift (Mexico) and Gung Ho Films (China). Editorial & Confirm Good Company Andrew Morrow, editor; Ralph Miccio, exec producer; Ben Lomeli, producer. Color Grade Color Collective Alex Bickel, Mike Howell, colorists; Claudia Geuvara, exec producer. Postproduction, Creative Direction, Design & VFX Purple Martin Studio Joseph Randonich, exec producer; Ruaidhri Ryan, producer; Lana Shah, creative director; Collin Fletcher, design lead; Tara Sood, art director. Aislinn Clifford, Vicky Lynn, MGFX team; Pilon Lectez, VFX supervisor. Music, Sound Design & Mix Ballad Adrian Aurelius, Philip Nicolai Flindt, sound designer/mixers; Gregers Maersk Moeller, exec producer. Photography & Illustration Lisa Sorgini, Magda Wosinska, photographers; Tanya Griffiths, illustrator.
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
