Somewhere along the line, wellness—with its quick fixes, fads and punishing regimens—stopped feeling good. In fact, it often leaves us feeling worse.

So we launched a campaign that takes a different approach—one that simply invites you to feel. Whether you’re running, training, doing yoga or meditating, you should do it to feel something—and maybe even access parts of yourself you didn’t know existed.

Our hero film, The Selfish Giant, follows one person’s struggle to be well, both physically and emotionally. The film follows our hero through a looping cycle of increasingly punishing, unsustainable and isolating behaviors, before he opens himself up to another way of being. Guided by a voiceover excerpted from a children’s story by Oscar Wilde, the film serves as a parable about the modern condition and the universe of extraordinary feelings that lies within all of us—if only we let ourselves feel them.