Creativity

This Gorgeous, Balletic Film From Lycra Will Inspire You to Move

Global Campaign Is Inspired by Victorian Photography Pioneer

Published on Sep 23, 2014

Editor's Pick

Lycra is attempting to turn a fiber that's used in your stretchy clothing into a thing of beauty in a global brand campaign that was inspired by a photography pioneer. Created out of SapientNitro and breaking first in Brazil, it includes a TV commercial directed by Philippe Andre and print executions by photographer Rankin. Both were loosely inspired by Eadweard Muybridge, a Victorian-era photographer who used stop-motion to show how people move.

The TV work shows a woman performing a series of balletic dance moves throughout her day, from bed to the office and more, wearing different outfits and accessories made with Lycra. Each movement her body makes is captured in a time-lapse "trail" effect of color spilling out. The action is set to the soundtrack of Nouvelle Vague's "Dance With Me," re-recorded to change the lyrics to "Move With Me" and tie into the new tagline, "Lycra Moves You."

Print work, photographed by the well-known Rankin, similarly uses sequences of images to create a trail showing the movement possible when wearing Lycra.

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Credits

Date
Sep 23, 2014
Agency:
Sapient Nitro
Client:
Lycra
Creative Director:
Justin Barnes
Agency Producer:
Stephen Worley
Director of Client Services:
Mike Falconer
Account Director:
Naomi Hirst
Production Company:
Independent Films
Director:
Philippe Andre
Producer:
Cathy Green
Director of Photography:
Dave Ungaro
Editing:
Final Cut
Post Production:
Glassworks
Visual Effects:
Glassworks
Music:
Nouvelle Vague
Sound Production:
Wave
Editor:
David Webb

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