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Lululemon “The Selfish Giant” 2022

Lululemon “The Selfish Giant” (2022) is a Lululemon commercial directed by Daniel Wolfe for Droga5, produced by Love Song. It won 2 awards, including D&AD 2022 Wood Pencil — Film / TV/VOD Commercials 31 - 120 Seconds and AICP Post 2022 Winner Sound Design Over :60.

A man's journey through a cold, isolated world transforms into one of warmth and connection, inspired by a hummingbird, symbolizing the power of inner change.

Video: LOVE SONG on Vimeo

Shot by shot

  1. A young man with curly hair lies shirtless in bed, slowly opening his eyes and looking around, in a dimly lit bedroom.© Lululemon0:00
  2. A man sits at a desk in a large, empty office with floor-to-ceiling windows overlooking a city at dusk.© Lululemon0:05
  3. A young man with curly hair looks up, a blue lens flare crosses his face, in a dimly lit interior.© Lululemon0:11
  4. A man in a dark suit walks down a wide, modern, multi-level staircase with marble steps and white walls, seen from an overhead perspective.© Lululemon0:19
  5. A person's legs and feet are seen jumping rope in a home gym with exercise equipment and framed art on the walls.© Lululemon0:24
  6. A man with short brown hair, wearing a white t-shirt, is seen from a low angle, looking up and moving his arms quickly in an interior setting.© Lululemon0:30
  7. A close-up shot shows a person's back being massaged by another person's hand, highlighting the skin and muscle definition.© Lululemon0:39
  8. A small hummingbird with green and brown feathers hovers in front of a window with white panes, its wings blurred from rapid movement.© Lululemon0:58
  9. A person in a grey sweater gently cups their hands around a small bird on a light wooden floor, then closes their hands.© Lululemon1:10
  10. A man in a light green tank top stretches his arm forward, hand open, with other people in the background, in an outdoor setting.© Lululemon1:23
  11. A male runner with curly hair and a red shirt looks up, sweating, as he runs through a green forest.© Lululemon1:35
  12. A man in a red shirt looks up with a pained expression, wiping sweat from his brow in a forest.© Lululemon1:53

Stills © Lululemon. Made by Droga5, Love Song and Daniel Wolfe.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Modern retelling of "The Selfish Giant" to promote Lululemon's "Feel" campaign.

Tagline: “FEEL”

modern fairy taleisolation to connectionnature as catalystmetaphorical journeytransformationinner awakening

The cut

Length
133 s
Shots
102
Average shot
1.3 s

What creatives use Lululemon “The Selfish Giant” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Lululemon “The Selfish Giant”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man with curly hair lies shirtless in bed, slowly opening his eyes and looking around, in a dimly lit bedroom.© LululemonA man sits at a desk in a large, empty office with floor-to-ceiling windows overlooking a city at dusk.© LululemonA young man with curly hair looks up, a blue lens flare crosses his face, in a dimly lit interior.© LululemonA man in a dark suit walks down a wide, modern, multi-level staircase with marble steps and white walls, seen from an overhead perspective.© Lululemon
    Frames from Lululemon “The Selfish Giant”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Lululemon “The Selfish Giant” in order, with its length, framing and what happens in it.

    A young man with curly hair lies shirtless in bed, slowly opening his eyes and looking around, in a dimly lit bedroom.© LululemonA man sits at a desk in a large, empty office with floor-to-ceiling windows overlooking a city at dusk.© LululemonA young man with curly hair looks up, a blue lens flare crosses his face, in a dimly lit interior.© LululemonA man in a dark suit walks down a wide, modern, multi-level staircase with marble steps and white walls, seen from an overhead perspective.© LululemonA person's legs and feet are seen jumping rope in a home gym with exercise equipment and framed art on the walls.© LululemonA man with short brown hair, wearing a white t-shirt, is seen from a low angle, looking up and moving his arms quickly in an interior setting.© Lululemon
    Length: 133 s · Shots: 102 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a metaphorical journey

    Before you present an idea, you need to know who has done it, and how.

    Lululemon “The Selfish Giant” is built on a metaphorical journey. Search the library by idea to see every spot that uses it.

    Hornbach “No Project Without Drama”© HornbachOtsuka Pharmaceutical Co., Ltd. “Find Your Own Way”© Otsuka Pharmaceutical Co., Ltd.Sony PlayStation “PlayStation - Play Fearlessly”© Sony PlayStationSas “Big Bike Ride”© Sas
    Hornbach · Otsuka Pharmaceutical Co., Ltd. · Sony PlayStation · Sas

More commercials by Daniel Wolfe

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Questions

Who directed the Lululemon “The Selfish Giant” commercial?

Daniel Wolfe directed it, produced by Love Song, for the agency Droga5.

Which agency made Lululemon “The Selfish Giant”?

Droga5 created it for Lululemon (2022).

What awards did Lululemon “The Selfish Giant” win?

2 awards, including D&AD 2022 Wood Pencil — Film / TV/VOD Commercials 31 - 120 Seconds and AICP Post 2022 Winner Sound Design Over :60.

What is the tagline of Lululemon “The Selfish Giant”?

“FEEL”

Sources for the credits and awards

aicpawards.comdandad.org