From Chrissy Tiegen talking about maca powder to hipsters meditating on the top of the Standard Hotel to Gwyneth Paltrow’s GOOP, wellness culture has grown rapidly over the last 10 years, to the point where analysts project that wellness will be the next trillion-dollar industry. The Cut was fortunate to work with Lululemon on their first ever advertising campaign, through a 360° package that package that examined what high end “wellness” meant in 2016 – an era where showing your expensive fitness habit on Instagram, is the ultimate bragging tool. When health-food store ingredients like mung beans now have celebrity cachet, and “health is the new wealth” is quickly becoming a cliché, how to sort the true health from the hype?

To tie the whole project together, we also created a unique content piece that brought together four artists from different corners of the country  to embark on a three-day crash-course in relationship building to capture how these artists each interpreted teamwork through their craft over

This was lululemon’s first-ever advertising campaign and branded content experience.