In December 2008, lululemon athletica asked us to create a spot for the Nasdaq screen in Times Square, New York City. Can one say no to such things?
We traveled over to the big apple and interviewed local dancers, yogis and fitness instructors that had aligned with lululemon for their ambassador program. We asked them to rally their friends, families, lovers and animals to show us what they were thankful for in the midst of arguably the most punishing economic climate in the 20th century. We would catch them in natural moments with their loved ones, give them a chance to write a message on a sheet of paper to show the tourist mecca of North America and have their name up in lights, celebrated as the paragons of health in their community.
We arranged for them to celebrate each other in Times Square when the spot went up… they saw their faces and names up on the biggest screen in the square and lit up with pride. As saccharine as the sentiment might seem, the moment itself was unmistakably real and won’t soon be forgotten.
Tags: athletics, Film, large format, lululemon, nasdaq, new york, nyc, times square, yoga
