Whitehouse Post Weaves Globe-Spanning Narrative for lululemon

Editorial company Whitehouse Post has teamed up with Vice Media, its in-house agency Virtue, and director Lotfy Nathan to create an ambitious, globe-spanning campaign for yoga-inspired apparel brand lululemon.  “This is Yoga,” inventively displays the multiple ways in which the mind & body discipline proves beneficial.


“The campaign conveys the philosophy and power of yoga and how that spans the world in actions of the physical and creative,” says Whitehouse Post editor Paul La Calandra, who alongside WHP editor Nate Katz and Tyler Horton tackled a broad effort that includes an anthem film and seven :60 spots. Leaving the familiar setting of a yoga studio for the worldwide stage, lululemon’s campaign was shot across six cities from Vancouver to New York to Beijing and highlights how yoga inspires a variety of cultural touch points, including athletics, art and music.

Featuring an eclectic group of emerging and established yoga enthusiasts from UK hip-hop Grime MC P Money to Olympic gold medalist Kerri Walsh Jennings, “This is Yoga” establishes how the discipline positively infiltrates the active, daily lives of many through its components including the practice of breath, meditation, non-violence and self-discipline. According to Katz, the editing process had to be completed in rather quick fashion. “It was an exciting process in all regards. The scope was ambitious, as was the message. It felt like every day more gorgeous footage was rolling in from around the world, and we just wanted to honor the vision, and craft these really unique stories. On, you know, a really tight timeline.”



Agency: Virtue Worldwide
Chief Creative Officer: Tom Punch
Executive Creative Director: Cameron Farrelly
Creative Director: Anthony Coleman
Creative: Nicholas Maciag
Creative: Markus Hard
Junior Creative: Olivia Paschkes
Head of Design: Matt Schoen
Design Director: Heather Pieske
Senior Designer: Erin Kelly
Senior Designer: Jessica Saesue
Head of Production: Emma Starzacher
Producer: Dena Lenard
Chief Strategy Officer: Spencer Baim
Strategy Director: Stacey Kawahata
Head of Client Services: Jemma Downey
Account Director: Kim Young
Senior Program Manager: Katie Greichan
Music Supervisor: Charlotte Von Kotze
Talent Manager: Laura Begley
Photographer: Emily Winiker
London Photographer: Graham Turner

Production Company: Pulse Films
Director: Lotfy Nathan
Producer: Omid Fatemi
Executive Producers: Eric Tu, Hillary Rogers
DOP: Jackson Hunt
Production Manager: Yuki Wakano

London Unit: Pulse London
Executive Producer James Sorton
Director: Hector Dockrill
Producer: Maurizio Von Trapp
DOP: Matthew Emvin Taylor
1st AD: Danny Groombridge
Production Manager: Harriet Staples
Shoot Location: London, Brighton

Editorial Company: Whitehouse Post
Editor: Paul La Calandra
Editor: Nate Katz
Assistant Editor: Tyler Horton
Producer: Marcia Wigley

Completion/Special Effects
Colorist: Derek Hanson
Colorist: Mikey Rossiter
Transfer Facility: THE MILL
Online/VFX: Carbon VFX
Flame Artist: Matt Reilly
Producer: Paul O’Beirne

Recording Mix
Recording Studio: Sonic Union
Mixer: Fernando Ascani

Music/Sound Design
Title: Fuse
Music Co: Squeek E  Clean Productions
Composer: Ben Marshall
Executive Producer: Christine Bilich

About Whitehouse Post:

Whitehouse Post believes in the art and craft of editorial storytelling built in a creative and supportive environment. Central to this philosophy is an emphasis on nurturing the best young talent into excellent storytellers who consider the importance of visuals, music and sound working together. Production and finishing partnerships with sister companies Cap Gun Collective and Carbon VFX, as well as with design-driven production company Gentleman Scholar, further cement Whitehouse Post as an invaluable creative resource for its clients. The studio’s deep reel of notable spots for high-profile brands and work on feature films and documentaries have earned hundreds of honors from AICP, BTAA, D&AD, Clio, and Cannes.