Title | MUSCLE DEFINITION |
Brand | NIKE |
Product / Service | NIKE YOGA |
Category | C01. Social Film |
Entrant | KLUE Shanghai, CHINA |
Idea Creation | KLUE Shanghai, CHINA |
Production | TOUCHING STUDIO Shanghai, CHINA |
Post Production | TOUCHING STUDIO Shanghai, CHINA |
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 |
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.
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.