Les Mills International launches yoga series built to transcend via Motion Sickness
Les Mills International has launched a new four-part yoga series globally, built for the mind and body. Inspired by today’s wellness trends, where people train for how they want to feel, not just how they want to look.
The campaign, developed by Motion Sickness, taps into the cultural trends of today, with younger generations rejecting outdated fitness ideals and rewriting the rules of wellness. They’re meditating more, drinking less, and seeking mind-body practices that go beyond aesthetics, and beyond their body. LES MILLS YOGA™ series meets both the physical and mental needs of modern exercisers.
Higher State as a concept tells a clear, compelling story of emotional and mental transformation through mindful movement. The classes aren’t just a display of yoga moves, they curate how you’ll feel. They move you into a higher state. The film element of the campaign, created in collaboration with Revolver and Glue Society directing collective, brings that transformation to life with striking visual storytelling that mirrors the journey into your higher state.
At its core, the brief is an acquisition play for club owners that can also serve as a launch to consumers. Within this concept, each LES MILLS YOGA™ class is positioned to unlock a unique state of being: LES MILLS YOGA™ Yin for restoration, LES MILLS YOGA™ Hatha for alignment, LES MILLS YOGA™ Vinyasa for strength, and LES MILLS™ BREATH – an innovative class built for mental clarity and breath control.
Says Gemma Jelicich, Senior Global Brand Manager, Les Mills.International: “With LES MILLS YOGA™, we wanted to offer something truly different – a program grounded in how the practice makes you feel: calm, centered, and renewed. It was about bringing it back to what matters, something authentic, accessible, and distinctly Les Mills. Our collaboration with Motion Sickness was about cutting through the noise, a chance to stand out in the mind–body space with something that feels genuinely new. Ultimately, it was about positioning yoga as welcoming and inclusive for clubs, instructors, and members alike. This really is yoga for everybody.”
The creative platform, Reach Your Higher State, invites members and clubs into a more grounded and relevant vision of yoga. One that swaps performance for purpose. The aim here is to make yoga not only more accessible, but more relevant.
Says Bella Harvey, Design Manager at Les Mills: “We recognised that clubs have different needs and preferences, so every element of the creative was designed with intention. Strategically we created a product marketing campaign that balances inspiration and intrigue with authenticity, combining aspirational visuals with grounded content that reflects the true experience of the class. Ultimately, our goal was to make LES MILLS YOGA™ feel fresh, exciting and distinctive.”
The campaign will be going live worldwide within business to business, business to consumer, and trade channels. Les Mills International and Motion Sickness will be building on the higher state platform over the coming months.
Client Les Mills International
Head of Product Innovation Les Mills Jnr
Global Senior Brand Manager Gemma Jelicich
Design Manager Bella Harvey
Mixed Media Manager Sean Moran
Social Media Content Creator Max Namkung
Social Media Specialist CJ Stoffberg
Tina Hemsley Global Campaign Specialist
Creative Team Coach + NZ Research Manager Rob Lee
Agency Motion Sickness
ECD Sam Stuchbury
Creative Director Will Macdonald
Creative Director Jordan Stent
Account Director Matt Campher
Producer Anna Stuart
Designer Patrick Hickley
Head of Strategy Hilary Ngan Kee
Strategist Logan Barnes
Production Company Revolver
Directing Collective Glue Society
Director Pete Baker
Managing Director/Co-Owner Michael Ritchie
Executive Producer/ Partner Pip Smart
Executive Producer Jasmin Helliar
Producer Sarah Cook
Director of Photography Gin Loane
Production Designer Neville Stevenson
Wardrobe Darya Bing
Casting Catch Casting
Editor Luke Crethar
Colourist Scott Stirling
Online Creature Post
Photographer Levon Baird
Music Composer Jordan Iusitini
Sound Design Liquid
3D Editing Fathom Studio
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