By John Glenday

Sportswear brand Lycra has premiered its global Lycra Moves You advertising campaign, designed to emphasise the freedom and flexibility afforded by donning the garment.

Devised by SapientNitro, following their appointment as the brand’s global advertising agency, the push will roll out internationally over the coming months.

Taking the form of a series of TV spots directed by Phillipe Andre, accompanied by print pieces photographed by Rankin, the campaign is loosely inspired by Victorian photography pioneer Eadward Muybridge.

This sees a time-lapse sequence of images used to create a trail effect illustrating the range of movements that are possible whilst wearing Lycra.

Rankin said: “I Read full story ›

Source: The Drum