Dharma
Yoga Apparel
The multi-media campaign is based on a wearable tech yoga apparel company. The advertising is portraying a connection between one’s body and mind. Dharma means path or connection, and so organic and geometric lines and shapes are being used to illustrate the all-encompassing connection that this product gives.
Photography by Stephanie Backlund
Magazine ads are an effective way to reach target audiences through print media. This ad is introducing the new full-body yoga suit called the Dharma to the public, and recognizing that it is produced by the Wearable X company.
This social media advertisement is meant to intrigue the viewer into becoming involved in the Dharma campaign by posting their own yoga poses with the hashtags #connecttoyourpath and #dharma. If the post is chosen as a favorite by Wearable X, they will be re-posted with the Find your Dharma filter.
This part of the campaign focuses on the re-formating of the Wearable X app that is connected to the haptic feedback system in all of their garments. The update would take advantage of the Dharma suit’s full-body connection capabilities, and provide the user with a more complete yoga practice that encompasses the entire body.
Part of constructing a wearable tech outfit is deciding where the most effective locations for the Pulse, also know as the haptic feedback system, to be placed within the garment. This tech-flat not only shows the location of the Pulse electrodes, but also showcases the design lines of the garment, including the approximate color.
The initial design in an illustration allows it to be visualized in a finished version. The colorway can chosen based on the overall look of this illustration. The Dharma garment uses base fabrics of either black paired with a pink accent or gray paired with a green accent. Both garment styles use black stretch mesh for the designed cutouts.
