The film had the purpose of showcasing our athlete, Fergus Baker, and how the sport highlining has influenced his mindset and mental well-being. It was released in conjunction with Lululemon’s mental health awareness month last year.
Our objective was to illuminate the unique sport of highlining, which remains relatively unfamiliar in Australia. This sport is particularly exceptional as it’s categorized as an individual activity, despite requiring a team effort for execution. This alignment perfectly resonates with our messaging goal.
The essence of the message revolves around surrounding oneself with individuals and a community that emanate positive energy and love. This harmony fits seamlessly with Lululemon’s brand pillars.
The production was challenging, difficult camera angles achieved through abseiling and ascending for distinctive perspectives. Drones were utilized, along with hours of hiking, scrambling up natural rock features, and navigating climbing routes. The difficulty of access necessitated a compact camera and crew setup.
