Life is Practice
Known as a yoga clothing for Boomer moms, prAna needed to make waves with millenials.
I wrote “Life is Practice” to celebrate the beauty of trying new things, sometimes being bad at them and finding your way through lots of trial and error.
The idea won the pitch and went on to be prAna’s first ever brand campaign, which featured a series of spots including the Baja surf trip below.
#LifeisPractice became a hashtag used by fans and prAna’s influencers, as they celebrated progress not perfection.
CREDITS
CW: Mike Reiner
ACD CW: Mike NG
ACD AD: Chris Nash
ECD: Jesse Dillow
CW: Mike Reiner
ACD CW: Mike NG
ACD AD: Chris Nash
ECD: Jesse Dillow