Cannes Lions
ZED, London / LULULEMON / 2022
Overview
Entries
Credits
Execution
The film was edited to evoke the emotional arc of the story and add psychological depth to its protagonist.
In the first half, rapidly cut, looping cycles were meticulously edited to the rhythm of a click-track to underscore the punishing rigidity of our character’s routine. Within the cycles, the edit seamlessly weaves together footage ranging from exercise to lifestyle to subtly symbolic objects (like the anatomical model) that bring depth to the character and highlight his destructive relationship with his body.
Following the character’s breaking point, however, the edit shifts in approach: longer shots and more fluid transitions reflect his newly found-openness to both his emotions and the world around him.
The edit also features a CGI hummingbird, as well as bioluminescent visual effects and blurs that reflect our character’s inner emotions in the natural world. The edit was also put through a film-print process.
Similar Campaigns
6 items