Lululemon’s Team Canada Ad Was One of the Triumphs of the Olympics – Muse by Clio

The piece opens by setting the stage, cutting between diverse landscapessand, cracking iceand close-ups of details in a hotel room, which look like landscape, too. Bobsled athlete Dawn Richardson-Wilson walks in, sits on the bed, and lifts her official Winter Olympics 2022 jacket onto her lap. Her quiet examination of its details kicks off both the soundtrack (Hi, where are you from?Canada) and spools out the ad, almost as if it's a reverie.

But really, it's an ode to both people and place. We traverse time, through what seem like memories of childhood, and place. Other athletes featured in the spot include Liam Hickey (Para ice hockey), John Tavares (ice hockey), and Piper Gilles and Paul Poirier (figure skating).

The list of speakers, puncturing the background, is actually even longer, their diversity and scope illustrating something of the bigness of a country known mostly for maple syrup and a prime minister who, I guess, takes his shirt off a lot:

"Feel Canada" builds on Lululemon's overall "Feel" campaign. It was given life by director Natalie Rae and DOP Evan Prosofsky. In January, Rae worked with indigenous filmmaker Tim Myles and Toronto-based director Sophia Smith to capture winter footage at the Saugeen First Nations in Southampton, Ontario. Casting and logistics were led by community elder Jennifer Kewageshig, who operates an indigenous youth film program at a local training center she helps run.

Toward the end of the work, the mosaic of voices coalesce as they approach some kind of epiphany. "What we need is a society where people treasure difference," someone says, and moments later, another voice adds, "When we stand together as one, we are one voice and one nation."

People, dressed in the official jacket, dance, hands nearly meeting against the skyline. Richardson-Wilson smiles, lying back in her bed. Water cuts between trees, as if to convey something: This looks like a divide, but isn't. A constellation of elements can compose wholes, not fractions. It's a tension, but also a collaboration that we are forever working on balancing.

"Feel Canada."

Client: lululemonCampaign: FEEL CANADALaunch Date: 2/3/22Agency: Droga5 NYCo-Chief Creative Officers: Tim Gordon & Felix RichterGlobal Head of Art: Alexander NowakExecutive Creative Director: Thom GloverGroup Creative Director: Marybeth LedesmaSenior Copywriter: Temnete SebhatuSenior Art Director: Joe RussomanoSenior Copywriter: Ted MeyerSenior Art Director: Jason GoldCopywriter: Emily ChangArt Director: Stefan FolioSenior Project Manager: Janelle Andrea JordanExecutive Producer, Film: Mike HasinoffExecutive Producer, Film: Gulshan JafferySenior Music Supervisor: Mike LadmanSenior Business Affairs Manager: Ann Marie TurbittSenior Talent Manager: Sunny ValenciaGroup Strategy Director: Cecilia DiazBrand Strategist: Sarah KhanGroup Communications Strategy Director: Ben NilsenSenior Communications Strategist: Cherish LeeExecutive Group Account Director: Frank RenwickAccount Director: Ola AbayomiAccount Supervisor: Katie RochfordAccount Manager: Arianna Bernstein

Client: lululemonChief Brand Officer: Nikki NeuburgerSVP, Global Brand Creative: Ravi HampoleVP, Global Brand Management: Deborah HyunSenior Director, Global Brand Management: Devin GallaherSenior Creative Director, Studio: Courtney DavisCreative Director: Jason EffmannCreative Director: Sofia PonaArt Director: Andrew PassasSenior Brand Manager: Quinn InghamDirector, Global Brand Marketing: Crystal RocabadoBrand + Creative Operations:Manager of Brand Production: Meryl RekertProducer, Brand & Community: Matthew SySenior Project Manager, Special Projects: Bea SungaManager, Brand Project Management: Jen (Anstee) HigginsProduction Company: Object & Animal (US) & OPC (Canada)Director: Natalie RaeDOP: Evan ProsofskyExecutive Producer: Emi Stewart & James Cunningham (Object& Animal), Harland Weiss (OPC)Producer: Ed CallaghanChoreographer: Carlo AtienzaChoreography Collaborator: OURO Collective2nd Unit Director: Sophia Smith2nd Unit DOP: Ben DawsonProduction Service Company: Filmgroup (Vancouver)Executive Producer: Nathan MilesHead of Production: Renee PoulinSaugeen Shores Production Company: OPCCo-Director: Tim Myles, Sophia SmithDOP: Ben DawsonExecutive Producer: Harland WeissProducer: Jeff ChiuEditorial: Work EditorialEditor (Anthem & Teaser): Ben JordanEditor (Athlete Stories): Theo MercadoAssistant Editor: Fatos Marishta, Chris WronkaExecutive Producer: Erica ThompsonHead of Production: Alejandra AlarconProducer: Weston Ver Steeg, Sarah CassellResearch & Clearances: Tammy Egan (Pitch & Clear)Melissa LaverdureHugh John MurrayLicensing: Mariola Kalinska (Greenlight, BENGroup)Post Production, Color: MPCColorist: Ricky GausisColor Assist: Sam ZiaieSenior Executive Producer: Meghan Lang BiceProducer: Ivana BanhAssociate Producer: Alex ZhaoPost Production, VFX: Alter EgoHead of VFX: Darren AchimExecutive Producer: Hilda PereiraSenior VFX Producer: Bobbi DedmanVFX On-Set Supervisor: Shervin ShoghianVFX Artist: Darren Achim, Igor Boros, Sebastian BorosVFX Assistant: Saba Zahir, Nupur DesaiMusic: 'Clair De Lune' - Flight Facilities feat. Christine HobergSound: Design & MixBalladSound Designer & Mixer: Philip Nicolai Flindt, Adrian AureliusExecutive Producer: Gregers Maersk Moeller

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Lululemon's Team Canada Ad Was One of the Triumphs of the Olympics - Muse by Clio