MUSCLE DEFINITION

TitleMUSCLE DEFINITION
BrandNIKE
Product / ServiceNIKE YOGA
CategoryC01. Social Film
EntrantKLUE Shanghai, CHINA
Idea Creation KLUE Shanghai, CHINA
Production TOUCHING STUDIO Shanghai, CHINA
Post Production TOUCHING STUDIO Shanghai, CHINA

Credits

Name Company Position
KEVIN TI Klue Supervisor
KENNY MAR Klue Supervisor
LILLIAN WANG Klue Project Lead
LYN ZHANG Klue Senior Account Manager
YU TANG Klue Senior Account Executive
BONNIE BAI Klue Account Executive
GEGE WANG Klue Senior Project Manager
YIN YIN ZHENG Klue Creative Group Head
YITIAN YANG Klue Creative Group Head
YAND SONG Klue Art Director
JADY YANG Klue Copywriter
CHENLU MA Klue Planner Manager
ELAINE ZHANG Klue Senior Content Planner
JAMES CAI Touching Studio Director/Executive Producer
NATACHA DEVILLERS Touching Studio Executive Producer
TAO YANG Touching Studio Executive Producer
AN ZHENG Touching Studio DOP
SER PING LEE Touching Studio Line Producer

Write a short summary of what happens in the film

In this film, Iven, a male yogi, discusses and compares the different effects of yoga versus conventional training when it comes to muscle building. To become stronger, he pursues a more toned and defined physique, rather than focusing on gaining muscle mass.

Cultural / Context information for the jury

The general perception of yoga is that it is too soft and gentle compared to other forms of physical training; many are unconvinced that it can truly strengthen the body. This film aims to reframe mindsets on how yoga helps different people build the specific strength they need to bring tangible improvements to our diverse modern lifestyles.

Links

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