_When you feel at home at the track, you feel at home being an athlete.

Project

SOS IN Bel Air directed and produced a series of 8 films for lululemon, elevating runs of all lengths and kinds and introducing lululemon to the running category.

Each episode is both informative and inspirational. They introduce Run Dem Crew founder Charlie Dark to a new run training expert, who provides techniques, drills, templates, and overall strategies to prepare the mind and body for every facet of running.

Production

The creation of this series involved many different setups: interviews in lots of locations, action sports, aerial capture, garment showcase.

A lot of thinking went into coming up with creatives ways of matching the environments with the speaker’s themes while staying true to lululemon’s visual identity, which ended up in original setups and framing.

Content strategy

Shorter versions, as well as teasers, were created to cover all the needs of the brand platforms. Shooting 8K full-frame allowed for an easy declination of the main videos to many cut downs in various formats.

London Team

Shot in London and around during a month.

Director
SOS IN Bel Air

1st AD
Mattia Reniger

D.O.P
Fernando Caamaño

Editor
Issam Kéchouri

Photographer
Anais Zamboni

Styling
Luke Temple

Gimbal Op
Stephan Knight

Rigshaw
Magic

Production
SOS IN Bel Air

Agency
Tongal