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lululemon
To celebrate the conclusion of Junel Malapad’s journey as a lululemon Sweat Ambassador, we partnered with lululemon to document one of his most ambitious challenges yet—a 490-kilometre run across the province of Manitoba in support of mental health awareness. Rather than simply documenting the distance, the film explores the purpose behind the run, highlighting the resilience, vulnerability, and community that carried Junel through one of the most physically and emotionally demanding experiences of his life.
The Challenge
Documenting an ultra-endurance event is unlike a traditional production. The story unfolds in real time, with no second takes and no certainty about what each day will bring.
Over seven consecutive days, we needed to anticipate where the most meaningful moments would happen while adapting to changing weather, shifting schedules, physical exhaustion, and hundreds of kilometres of highway. Our challenge was to capture not only the scale of the journey, but also the quieter moments that showed why Junel chose to undertake it.
The VISION
At its heart, A Big Run is about more than running.
It is a story of commitment, perseverance, and the impact one individual can have on an entire community. Working alongside lululemon’s community team, we developed a production strategy that would allow us to authentically capture Junel’s experience while highlighting the people, places, and purpose that fuelled every kilometre of his journey.
The goal was to create a documentary that felt honest, intimate, and inspiring—one that encouraged viewers to reflect on their own challenges while reinforcing the importance of mental health and community connection.
Every Kilometre Had a Story
Following Junel across Manitoba reminded us that the most powerful documentaries aren’t built around perfect moments—they’re built around honest ones.
By embedding ourselves in the journey rather than observing it from a distance, we were able to capture the emotional highs, physical lows, and countless small moments that transformed an incredible athletic achievement into a deeply human story.
The Approach
Rather than attempting to film every kilometre, we carefully mapped the 490-kilometre route to identify the locations, milestones, and interactions that would best tell Junel’s story. This strategic planning allowed us to be present when the most meaningful moments naturally unfolded.
A seven-day ultra-marathon demands flexibility from everyone involved. We designed a lightweight documentary workflow that could quickly adapt to weather, changing conditions, and an unpredictable schedule. Living alongside the production—even spending nights sleeping in our vehicle along the Trans-Canada Highway—allowed us to remain close to the story wherever it led.
From running beside Junel on the highway to filming inside his support RV during moments of recovery and reflection, we stayed immersed in the experience. Capturing both the triumphs and struggles in real time allowed the finished documentary to honestly reflect the determination, sacrifice, and purpose behind every kilometre.
THE RESULTS
The completed documentary became both a celebration of Junel’s final chapter as a lululemon Sweat Ambassador and a tribute to the community that supported him throughout the journey.
Beyond documenting an extraordinary athletic accomplishment, the film continues to serve as an inspiring reminder of the power of movement, perseverance, and mental health advocacy. It remains a meaningful piece for Junel personally while also supporting lululemon’s ongoing commitment to community storytelling.
KEY TAKEAWAYS
The strongest documentaries don’t force a narrative—they earn one.
By combining thoughtful planning with the flexibility to embrace the unexpected, we were able to create a film that feels as authentic as the journey itself. The project reinforced that meaningful storytelling comes from being present, building trust, and allowing real moments to unfold naturally.
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