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.

The film is in many ways a rebuke of the toxic culture that often surrounds wellness: it can be one of restriction, regimentation and emphasis placed on short-term achievements over long-term benefits. Instead of making us feel better, it sometimes spits us out feeling worse.

The voiceover is excerpted from “The Selfish Giant,” a children’s story by Oscar Wilde about a giant who closes himself off from the world, bringing about an endless winter in his garden. While the film places this theme in an adult context, its tone evokes the freer, more childlike approach to being well that’s depicted in the story.

Finally, in addition to conversations surrounding wellness, the choice of a male character aimed to tap into cultural tensions around male vulnerability and highlight the self-destructive aspects of toxic masculinity. On a more practical level, it also worked against the perception of lululemon as only a

??The color grade aims to reflect the film’s different narrative chapters. In the first section, a cycle of static, coldly lit shots depict the rigidity and isolation of our character’s routine, while the intensity of the colors—especially the blues and reds— create a harsh, frenetic energy that emphasize the character’s unsustainable lifestyle.

In the final chapter, however, softer, more natural color reflects our character’s change of heart, while surreal, bioluminescent colors and blurs have been added to trees and rainwater in order to reflect our hero character’s inner emotions.

Additionally, the film was also put through a film-print process, adding natural grain that gives the piece as a whole a humanity and intimacy that imbues every shot with feeling.