Sid Lee, the Montreal-based agency that drew the attention of the U.S. market by scoring the Adidas Originals account last year, has taken on "the ultimate creative challenge" with its launch of Functionalab, a beauty and wellness company that will offer almost 100 nutritional supplements from within retail partner Henri Bendel's flagship New York store. In this interview, Sid Lee President J.F. Bouchard discusses his shop's reasons for taking on the challenge.

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