Lycra is attempting to turn a fiber that's used in your stretchy clothing into a thing of beauty in a global brand campaign that was inspired by a photography pioneer. Created out of SapientNitro and breaking first in Brazil, it includes a TV commercial directed by Philippe Andre and print executions by photographer Rankin. Both were loosely inspired by Eadweard Muybridge, a Victorian-era photographer who used stop-motion to show how people move.
The TV work shows a woman performing a series of balletic dance moves throughout her day, from bed to the office and more, wearing different outfits and accessories made with Lycra. Each movement her body makes is captured in a time-lapse "trail" effect of color spilling out. The action is set to the soundtrack of Nouvelle Vague's "Dance With Me," re-recorded to change the lyrics to "Move With Me" and tie into the new tagline, "Lycra Moves You."
Print work, photographed by the well-known Rankin, similarly uses sequences of images to create a trail showing the movement possible when wearing Lycra.