In this “Will Makes Us Family” global campaign for Under Armour, Droga5 NY focuses on rigorous training of athletes worldwide. In this anthem film we see these performers around the world–spanning different skill levels and body types–all united by a common denominator that got them to where they are today: Will. The determination, perseverance and dedication to training makes us all family and unites us no matter who we are, where we are from, or what we set out to accomplish.
What do a boxer, a skier, a ballerina and an NFL athlete have in common? They all experience the same pain, the same burning muscles, the same exhilaration–as do less famous, everyday performers.
Athletes featured in the campaign, alongside everyday athletes, include: Carolina Panthers quarterback Cam Newton; Misty Copeland, principal ballerina with the American Ballet Theatre; Olympic skier Lindsey Vonn; champion golfer Jordan Spieth; and Olympic gold medalist and heavyweight boxing champion Anthony Joshua.
Directing the anthem film were Jodeb of production house PRETTYBIRD (who helmed the sequences with Newton, Copeland and Spieth in Atlanta, and Vonn in L.A.) and Michel + Nico of Believe Media (who directed Joshua in London).
Credits
Client Under Armour Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Tim Gordon, executive creative director; Ray Smiling, creative director; Stephen Shocket, copywriter; Patrick Horton, art director; Nate Moore, design director; Jaymes Barone, sr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Kyle Wright, Carole McCarty, executive producers; Nathan Pardee, producer; Taylor Donaldson, associate producer; Mike Ladman, music supervisor. Production PRETTYBIRD Jodeb, director (Atlanta/Cam Newton, Misty Copeland, Jordan Speith; LA/Lindsey Vonn); Mike Ragen, DP (LA/NY), Evan Prosofsky, DP (Atlanta); Suzanne Hargrove, exec producer; Tracy Hauser, director of production; Dennis Beier, producer. Production Believe Media Michel + Nico (London/Anthony Joshua); Fredrik Backar, DP; Liz Silver, Luke Thornton, James Covill, exec producers; Vitaly Koshman, head of production; Luke Tilbury, producer. Editorial Exile Edit Max Koepke, editor; Mitch Goldberg, assistant editor; Sasha Hirschfeld, exec producer; Gwynne Evans Reid, producer; Charlotte Delon, associate producer. Postproduction Method NY Angela Lupo, exec producer; Robert Holland, VFX producer; Tamriko Barda, Kyle Fader, VFX coordinators; Tom McCullough, lead Flame artist; Chris Hunt, Kevin Quinlan, Flame artists. Color Company 3 Sophie Borup, Kath Raisch, colorists; Alexandra Lubrano, producer. Music “You Can Make It If You Try” Gene Alison, composer. Sound Heard City Jeremy Siegel, mixer/sound designer; Ronnie Stapleton, assistant mixer; Jackie James, exec producer.
Tom Tagholm of Various Films directed this moving piece for the U.K.โs Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
Itโs a special career for people who might not have previously considered the role. Itโs about a fulfilling job that fulfills lives. Thereโs a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isnโt sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
The... Read More
