Droga5 New York
Wed, 23 Mar 2022 12:31:18 GMT
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lululemon's Footwear Launch Helps Women Feel Good in Motion
Directed by Sophia Nahli Allison, Droga5 introduce the Blissfeel range inviting women to feel
On the heels of lululemon officially entering the footwear category, Droga5 has launched its latest work to promote the new line.
Earlier this month lululemon debuted its first footwear collection made for women, Blissfeel, which is available starting yesterday in select markets.
Directed by Academy Award-nominated filmmaker Sophia Nahli Allison and backed by Melina Matsoukas’ new creative collective de la revolución, Droga5 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. We’re also rolling out a series of social films that delve deeper into each ambassador’s running story and nuances of their anatomy, making each one personal and true.
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Agency
Agency: Droga5 NY
Co-Chief Creative Officer: Tim Gordon
Co-Chief Creative Officer: Scott Bell
Group Creative Director: Marybeth Ledesma
Creative Director: Bastien Grisolet
Senior Copywriter: Jenny Yoon
Senior Art Director: Maria Kouninski
Executive Producer, Film: Mike Hasinoff
Executive Producer, Film: Steve Ford
Senior Producer, Film: Mateo Suarez
Senior Music Supervisor: Mike Ladman
Chief Brand Strategy Officer: Harry Román-Torres
Group Strategy Director: Cecilia Diaz
Strategy Director: Justin Clagette
Senior Communications Strategist: Cherish Lee
Data Strategy Director: Joy McKenzie
Group Account Director: Caitlin Patrick
Account Supervisor: Michaela DeRosa
Project Manager: Katie Shea
Client
Client: lululemon
Chief Brand Officer: Nikki Neuburger
SVP, Global Brand Content: Ravi Hampole
Creative Director, Copy: Jason Effmann
VP, Global Brand Management: Deborah Hyun
SVP, Global Brand Experience: Darin Rabb
Senior Director, Global Brand Management: Patrick Jeffers
Senior Director, Brand Creative: Damien Webb
Director, Global Brand Marketing: Crystal Rocabado
Manager of Brand Production: Meryl Rekert
Senior Project Manager, Brand: Alicia Garritty
Production
Production Company: De La Revolución
Director: Sophia Nahli Allison
DOP: Michael “Cambio” Fernandez (Mexico), Stevo Sheng (China)
CEO: Melina Matsoukas
Executive Producer: Ali Brown
Producer: Christopher Cho
Production Service Company: The Lift (Mexico); Gung Ho Films (China)
Edit
Editorial & Conform: Good Company
Editor (Anthem): Andrew Morrow
Editor (: 15s)
Executive Producer: Ralph Miccio
Producer: Ben Lomeli
Colour
Telecine: Color Collective
Colourist: Alex Bickel, Mike Howell
Executive Producer: Claudia Geuvara
Post Production
Post Production, Creative Direction, Design & VFX : Purple Martin Studio
Executive Producer: Joseph Randonich
Producer: Ruaidhri Ryan
Creative Director: Lana Shah
Design Lead: Collin Fletcher
Art Director: Tara Sood
MGFX Team: Aislinn Clifford, Vicky Lynn
VFX Supervisor: Pilon Lectez
Music
Music, Sound Design & Mix: Ballad
Sound Designer & Mixer: Adrian Aurelius, Philip Nicolai Flindt
Executive Producer: Gregers Maersk Moeller
Stills
Photographer: Lisa Sorgini, Magda Wosinska
Illustration
Illustrator: Tanya Griffiths
Genres: Dialogue, People
Categories: Clothing and Fashion, Sportswear
Droga5 New York, Wed, 23 Mar 2022 12:31:18 GMT
