Under Armour rolled out its “Rule Yourself” marketing campaign with an “Anthem” spot featuring American Ballet Theatre principal dancer Misty Copeland, golf champion Jordan Spieth and NBA MVP Stephen Curry. Directed and shot by Oscar-winning cinematographer (Inception) Wally Pfister of production house RESET for agency Droga5, New York, the commercial shows Curry, Copeland and Spieth multiplied before our eyes, becoming an army of synchronized athletes, completing rep after rep, relentlessly practicing the skills that set them apart.
The impactful visuals underscore that you are the sum of all your training.
Visual effects house on the spot was The Mill.
Credits
Client Under Armour Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Alexander Nowak, Felix Richter, creative directors; Sergio Alonso, copywriter; Sebastian Piacentini, art director; Max Friedman, Vignesh Seshadri, jr. art director; Kathryn Kvas, jr. copywriter; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Bill Berg, broadcast producer; Samuel Marx, associate broadcast producer; Chet Gulland, head of strategy; Harry Roman, group strategy director; Candice Chen, sr. brand strategist; Isaiah Brown, jr. strategist; Colleen Leddy, head of communications strategy; Hilary Heath, communications strategist. Production RESET Wally Pfister, director/DP; Dave Morrison, managing director; Jeff McDougall, exec producer; James Graves, producer. Editorial Stitch Andy McGraw, editor; Vanessa Yuille, assistant editor; Mila Davis, exec producer; Meagen Carroll, head of production. Postproduction/VFX The Mill New York Sean Costelloe, sr. exec producer/head of production; Nirad Bugs Russell, sr. producer; Rachel Greco, Kristy Chooi, production coordinators; Gavin Wellsman, VFX supervisor, joint head of 2D, 2D lead artist; Nathan Kane, VFX supervisor/2D lead artist; Wyatt Savarese, VFX supervisor/CG lead; Hitesh Patel, VFX supervisor/shoot supervisor; Ilia Mokhtareizadeh, Emily Bloom, Michael Smith, sr. compositors; Alex Dreiblatt, Heather Kennedy, Rob Meade, Chris Glue, Sung Eun Moon, Yoon-sun Ba, compositors; Corey Langenlotti, Eric Lane, Katie Schiffer, Edward Hick, Cole Clark, Adam Willis, Can Y. Sanaian, German Casado, Melanie Climent, Ivan Joy, Justin Diamond, Ehsan Parizi, Laurent Glaume, Ren Hsien-Hsu, CG artists; Fergus McCall, colorist. (Toolbox: Flame, Flare, Nuke, Massive, Maya, Houdini) Sound Design Q Department Music Philip Glass Einstein on the Beach-”Knee Play 1” Rearrangement Dunvagen Music Publishers. Audio Post Sonic Union David Papa, mixer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
