We were approached by Evolation yoga studio to do a re-brand overhaul for the company expansion into the market at a national level. The yoga studio is open to students of every level of yoga from beginner to the intermediate. The studio wanted to be welcoming and approachable, not intimidating. The campaign was developed for use across all platforms; billboards, magazine ads, social media channels, posters, studio wall canvases and digital (website, app, etc). PRISK came up with the concept "learning the basics" for the national campaign. Centered around the idea that yoga is for everyone, it is inclusive to all levels and all people.
"LEARNING THE BASICS" campaign was created to show (through imagery) that you are already practicing yoga throughout your everyday life. It is that simple, everyone can and are already practicing yoga; while tying your shoe, dancing, reading, hanging out with friends, etc.
All photographs were shot using bold, bright colored backgrounds and the models were styled wearing casual clothes. Each image is shown with the model practicing a pose from the beginner sequence in yoga and the Sanskrit name of the actual pose shown across the image.
As this campaign was never launched, we are still proud of the work that was completed at this phase.
ART DIRECTION: Mary Zagorski
PHOTOGRAPHY: Miguel Tapia
PHOTOGRAPHY ASSISTANT: Paul McPherson Jr.
MAKE UP ARTISTS: Monica Eung, Rachel Kepley
HAIR STYLIST: Monica Eung
LOCATION STUDIO: Ambient Plus
DESIGN: Mary Zagorski
MODELS: Tanner Gill, Katie Ham, Jannel Blaylock, Jade Carter, Khuram Javed