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https://www.youtube.com/watch?v=kRgUR1GTsb0
Creativity Online: A global campaign has been launched to transform lycra into a fabric of beauty
Lycra is attempting to turn a fiber that’s used in your stretchy clothing into a thing of beauty in a global brand campaign that was inspired by a photography pioneer. Created out of SapientNitro and breaking first in Brazil, it includes a TV commercial directed by Philippe Andre and print executions by photographer Rankin. Both were loosely inspired by Eadweard Muybridge, a Victorian-era photographer who used stop-motion to show how people move.
The TV work shows a woman performing a series of balletic dance moves throughout her day, from bed to the office and more, wearing different outfits and accessories made with Lycra.
