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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.

AdWeek: Seeking a work/life balance? This Amsterdam agency, where the desks disappear at 6pm, could be the place for you 

Employees at Amsterdam design studio Heldergroen won’t be putting in much overtime. Not in the office, at any rate.

That’s because every day at 6 p.m., their desks, tables and other work surfaces, with their computers attached, are hauled up to the ceiling by steel cables normally used to move heavy props in theatrical productions. If you leave a half-eaten tuna sandwich on your desk, you’re out of luck.

The Guardian: Amazon launches Kindle Unlimited – a Netflix-for-books – in the UK

Amazon is launching its Kindle Unlimited ebooks subscription service in the UK, following its US debut in July.

The service, which costs £7.99 a month, offers unlimited access to a catalogue of more than 650,000 ebooks, as well as more than 2,000 audiobooks from Amazon’s Audible subsidiary.



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