Showcasing Sustainability and Innovation
MSM collaborated with prAna to produce a dynamic video campaign highlighting the launch of several new fits in their flagship yoga pants line. Known for their commitment to sustainability and innovation in the outdoor and active lifestyle space, prAna sought to capture the essence of their new product line with a focus on performance, fit, and style. MSM was tasked with directing, filming, editing, and incorporating animations into a series of video assets that would resonate with prAna’s eco-conscious and active audience.
Directing: Capturing the Spirit of Active Lifestyles
MSM’s direction focused on authentically representing prAna’s commitment to sustainability while showcasing the versatility and comfort of the new yoga pants. The team filmed real women engaging in yoga and active outdoor activities, capturing their natural movements and the flexibility of the new fits. By incorporating diverse settings—ranging from tranquil yoga studios to vibrant outdoor locations—we emphasized the pants’ ability to support various lifestyles while also reflecting prAna’s eco-conscious values.
Cinematography: Highlighting Performance and Style
The cinematography aimed to visually showcase the product’s premium design and the freedom it offers during physical activity. We used smooth, flowing camera movements to mirror the fluidity and comfort of the yoga pants in action. Tight shots of the product allowed us to emphasize the material’s quality, fit, and sustainability, while wide-angle shots captured the broader environment, ensuring viewers could connect with both the product and the active lifestyle prAna promotes.
Animations: Enhancing the Story of Innovation
To complement the live-action footage, MSM incorporated animations that provided a deeper understanding of the product’s sustainable materials and innovative design. These animations highlighted key product features, such as the eco-friendly fabrics and manufacturing processes, educating consumers on prAna’s commitment to both style and the environment. The animations were seamlessly integrated into the video to maintain the flow and reinforce prAna’s message of thoughtful innovation.
Editing: Creating a Cohesive Narrative
In the editing process, MSM focused on crafting a video that felt both aspirational and grounded in real-world activities. The final product combined the raw, natural footage of active women with stylized animation and smooth transitions to ensure a cohesive and compelling narrative. Each asset was designed to resonate with prAna’s audience, showcasing not only the style and functionality of the new yoga pants but also the brand’s dedication to sustainable fashion.
Driving Brand Values Through Engaging Visuals
MSM’s work for prAna’s “Our New Fit” campaign helped to position the new product line as the perfect blend of sustainability, performance, and style. By blending dynamic storytelling, engaging visuals, and educational animations, the campaign successfully captured the essence of prAna’s values while connecting with consumers who prioritize both quality and eco-consciousness in their activewear choices.
