In time for tonight's 2016 MLB All-Star Game, an Under Armour Running campaign from Droga5 New York debuts with a TV and digital spot titled “Numbers” which features National League MVP and four-time All-Star, outfielder Bryce Harper. Directed by Aoife McArdle via production houses Somesuch and Anonymous Content, “Numbers” tells Harper’s story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers. The film ends on a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by numbers, the genesis of Harper’s brilliance comes not from statistics, but from the first step and pivot in the batter’s box.
The overall global marketing campaign is driven by the tagline “It Comes From Below,” showing that every great sporting moment starts with the feet and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.
CreditsClient Under Armour Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Felix Richter, Alexander Nowak, group creative directors; Bryan Wolff, copywriter; Daniel Sumarna, art director; Sally-Ann Dale, chief creation officer; David Cardinali, executive producer; Troy Smith, associate producer; Jonny Bauer, global chief strategy officer; Harry Roman, head of strategy; Sam Matthews, strategy director; Colleen Leddy, head of communications strategy; Hillary Heath, communications strategy director; Kathryn Ruoco, communications strategist; Newman Granger, strategist; Anthony Khaykin, sr. data strategist. Production Somesuch and Anonymous Aoife McArdle, director; Sally Campbell, Tim Nash, founding partners, Somesuch; Eric Stern, managing director, Anonymous; SueEllen Clair, exec producer, Anonymous; Laurie Boccaccio, producer; Steve Annis, DP; Yianni Papadopoulos, production manager. Editorial Final Cut Dan Sherwen, editor; Geoff Hastings, cutting assistant, NY; Leila Gaabi, assistant editor, UK; Sarah Roebuck, exec producer; Jen Sienkwicz, head of production; Frankie Elster, producer (UK); Jamie Nagler, producer (NY). Postproduction BlackSmith Charlotte Arnold, exec producer; Megan Sweet, producer; Iwan Zwarts, VFX supervisor. Music/Sound Design Siren/Factory Sean Atherton, partner & company director
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More