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Life Is Practice

Life Is Practice

Michael Carnevale

Michael Carnevale

March 11, 2019

We all have something that we’re working toward, so embrace the process.

"We wanted to tell personal stories of growth and discovery."

With a recent win under their belt, Associate Creative Directors Christopher Nash and Michael Ng of Camp + King reveal their inspiration for their newest campaign with lifestyle apparel company prAna. Plus, they tell us their favorite spot—hint: it’s a cute one.

 

For those who aren’t familiar with it, tell us a little bit about the prAna brand.

Put simply, prAna creates sustainable clothing and accessories.

What’s the main idea behind the “Life Is Practice” campaign?

“Life Is Practice” celebrates the belief that everything we do (whether we succeed or fail) is valuable experience to help with whatever comes next. At the end of the day, we’re all practicing something.

How’d your team go about choosing the storylines for each spot?

We wanted to tell personal stories of growth and discovery. It was important for us to capture that feeling of process and progress, while staying away from typical “practice” examples that are often centered around sports or athletics.

Which spot is your favorite and why?

We love each spot for different reasons. That being said, the “mom camping with her two sons” spot felt like capturing magic. You could probably tell that they’re a real family (the director is also the dad), and so you get a sense of closeness and intimacy. Plus the kids are adorable, so that helps.

"'Life Is Practice' is a universal message, which is why we chose locations that were international and varied."

You chose different locales to shoot the different spots for this campaign: Mexico, London, and California. Why’d you pick these locations?

“Life Is Practice” is a universal message, which is why we chose locations that were international and varied. Each spot was shot by a different director, who helped us choose the settings based on their familiarity and the moments they thought they could capture.

Why the decision to run these spots on Hulu and Condé Nast sites?

Condé Nast allows us to reach the prAna target within a contextually relevant environment for the videos—their lifestyle, interests, passions. We’re aligned with CN brands’ websites/content areas that highlight women’s and men’s fashion, wellness, entertainment, technology, health/fitness, and travel & leisure.

Hulu allows us to highlight the video in premium on-demand movie and TV entertainment content. We are able to “heavy-up” on key target genres, such as comedy, family, drama, health & wellness, lifestyle, and reality.

These high-ranking, historically good-performing partners also provide brand safe environments, highly visible/100% viewed impressions, and the ability to focus geographically on key client territories.  

How’s the response to the campaign, so far?

People are finding the campaign relatable, as we are all practicing something in our lives.

What’s next?

For the 2019 brand campaign, we are looking to further flesh out the “Life Is Practice” campaign. We are exploring different executions outside of video, such as experiential and digital.

"We wanted to tell personal stories of growth and discovery."

With a recent win under their belt, Associate Creative Directors Christopher Nash and Michael Ng of Camp + King reveal their inspiration for their newest campaign with lifestyle apparel company prAna. Plus, they tell us their favorite spot—hint: it’s a cute one.

 

For those who aren’t familiar with it, tell us a little bit about the prAna brand.

Put simply, prAna creates sustainable clothing and accessories.

What’s the main idea behind the “Life Is Practice” campaign?

“Life Is Practice” celebrates the belief that everything we do (whether we succeed or fail) is valuable experience to help with whatever comes next. At the end of the day, we’re all practicing something.

How’d your team go about choosing the storylines for each spot?

We wanted to tell personal stories of growth and discovery. It was important for us to capture that feeling of process and progress, while staying away from typical “practice” examples that are often centered around sports or athletics.

Which spot is your favorite and why?

We love each spot for different reasons. That being said, the “mom camping with her two sons” spot felt like capturing magic. You could probably tell that they’re a real family (the director is also the dad), and so you get a sense of closeness and intimacy. Plus the kids are adorable, so that helps.

"'Life Is Practice' is a universal message, which is why we chose locations that were international and varied."

You chose different locales to shoot the different spots for this campaign: Mexico, London, and California. Why’d you pick these locations?

“Life Is Practice” is a universal message, which is why we chose locations that were international and varied. Each spot was shot by a different director, who helped us choose the settings based on their familiarity and the moments they thought they could capture.

Why the decision to run these spots on Hulu and Condé Nast sites?

Condé Nast allows us to reach the prAna target within a contextually relevant environment for the videos—their lifestyle, interests, passions. We’re aligned with CN brands’ websites/content areas that highlight women’s and men’s fashion, wellness, entertainment, technology, health/fitness, and travel & leisure.

Hulu allows us to highlight the video in premium on-demand movie and TV entertainment content. We are able to “heavy-up” on key target genres, such as comedy, family, drama, health & wellness, lifestyle, and reality.

These high-ranking, historically good-performing partners also provide brand safe environments, highly visible/100% viewed impressions, and the ability to focus geographically on key client territories.  

How’s the response to the campaign, so far?

People are finding the campaign relatable, as we are all practicing something in our lives.

What’s next?

For the 2019 brand campaign, we are looking to further flesh out the “Life Is Practice” campaign. We are exploring different executions outside of video, such as experiential and digital.

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