Australian brand Lorna Jane has launched a campaign to introduce its activewear to the European market. The sportswear brand focuses on women, health and lifestyle.

Quite refreshing, since it’s not just about pushing yourself to your physical limits, but about discovering “a new version of yourself” and “getting more out of your life.” With a special website the brand wants to inspire women to “create an amazing life by making every second of every day truly count.” It sounds more like a mindfulness therapy than a sports brand. But why not? It matches with the current Zeitgeist.

Freelance creative director Mariano Galan, based in Amsterdam, shot most of the film in Amsterdam, together with DOP Jorge Cosmen. The sound design was done by Alejandro Lévar.