Athleta teams with Creative Agency Yard & Creative Director Stephen Niedzeiecki for the Power of She Campaign
BY KENNETH RICHARD
Fashion is full of fantasy, but periodically we need a refreshing reminder of the power of individuals who work tirelessly to improve the world. For the last addition of Athleta’s ‘Power of She’ campaign the organization teamed with Creative Director Stephen Niedzeiecki and his agency Yard to spotlight women who make a difference.
Within the four part documentary style videos the viewer sees the oldest yoga teacher in the world, teacher’s instructors Melanie and Kimi, who help youth reach their potential, a trio of athletes who bring awareness to maternal health for women, and a professional photographer who takes photos of girls the way they are naturally. The project is upbeat and respectful and celebrates positive core values through a diverse cast.
For this next chapter of the Athleta #powerofshe campaign, the casting is really the crux of the story. We wanted to feature women and girls who are creating real lasting change in the world, and give a voice to communities we don’t normally hear from in advertising. It’s not every day you get to work with a 98-year-old and an 8-year-old in the same campaign, but the range of our campaign stars really shows how universal Athleta’s message of sisterhood is. Working with real people, it’s so much about what happens on set and capturing the real emotion and authenticity which is why we partnered with the documentary filmmaker Crystal Moselle (The Wolfpack, 2015).
Ms. Moselle’s direction coupled with the art direction of Yard’s Jarrell Fudickar gives the narrative a tight visual and audio unity. With a diverse cast of diverse stories each worthy of a campaign in itself, it was nice to see them so well threaded together.
And thread is after all what this business, industry, and our community as a whole is about. And every once in a while, we are grateful to be so eloquently reminded of it.
Client | Athleta
Agency | Yard
Creative Director | Stephen Niedzwiecki
Art Director | Jarrell Fudickar
Photographer | RJ Shaughnessy
Director | Crystal Moselle