Role: Producer, Director, Shooter, Editor
The BMC Pro cycling team runs itself differently than many other teams. Their secret sauce? Yoga.
After Cadel Evans won the Tour de France, lululemon sent me to Spain to explore the teams' reaction to yoga and how it affects their routine, mental state and over-all performance.
Challenge: With no brief and a suitcase full of random equipment it was up to me to find a story and tell it.
Solution: On the plane on the way to Spain I came up with some angles: Does yoga fit into the world of professional cycling? Do the guys think it's useful or important? Can you, Madeline shoot cyclists out the window of a team car as it winds through the hills of Spain? And off I went documentary style.
Result: This piece showcased yoga in a new area for lululemon. As they branch out and focus on what yoga can do for runners, cyclists, martial arts etc. it was important for them to have a real life international example and testimonial to share on their website and blog.