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
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
