Under Armour and two-time NBA MVP Stephen Curry kick off a new season, introduce a new shoe–the Curry 3–and remind the world that he still has everything left to prove. Droga5 New York launched a campaign that introduces the Curry 3; a centerpiece spot directed by Harmony Korine of MJZ tells the story of a reborn Curry who’s proud of his accomplishments but coming off last year’s disappointment in the NBA Finals. Now Curry is eager and motivated to write the next chapter in basketball history.
Titled “Make That Old,” the commercial is set in the Bay Area and features local athletes whose passion for basketball has been ignited by Curry. In the ad this legion of young, progressive basketball players lists the ups and downs that have marked Curry’s career, with each one urging him to “make that old.” With the utterance of each phrase, the players remind the viewer that for Curry, whether he’s celebrated as a global sport and cultural icon, or vilified for a heartbreaking loss, nothing in the past is as important as what is to come. For Curry and Under Armour, the message is that you can always find ways to rise above and get better.
In addition to the spot, the “Make That Old” campaign will also feature fresh digital content, such as Snapchat videos and a suite of social content. The brand will launch the full campaign through both traditional and digital channels; with YouTube, Snapchat and more playing pivotal roles in the distribution of the campaign message.
Credits
Client Under Armour Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Tim Gordon, group creative director; Laurie Howell, Toby Treyer-Evans, sr. creatives; Sally-Ann Dale, chief creation officer; David Cardinali, executive producer; Jennifer Chen, sr. broadcast producer; Mike Ladman, Ryan Barkan, music supervisors; Niklas Lindstrom, head of interactive production; Jonny Bauer, global chief strategy officer. Production MJZ Harmony Korine, director; Arnaud Potier, DP; Kate Leahy, exec producer; Laurie Boccaccio, producer. Editorial Cartel Leo Scott, editor; Vanessa Yuille, assistant editor; Marc Altshuler, managing partner; Lauren Bleiweiss, exec producer; Cristina Matracia, producer. Postproduction Blacksmith Charlotte Arnold, exec producer; Megan Sweet, producer; Daniel Morris, VFX supervisor, lead 2D; Rich Lyons, Liz Lyons, Iwan Zwartz, 2D compositors. Color Company 3 Tom Poole, colorist; Clare Movshon, short form color producer. Music “Nobody Knows” written by Thomas Lee Barrett; performed by T.L. Barrett and the Youth for Christ Choir. Courtesy of Light in the Attic Records & amp: Distribution, LLC. Under exclusive license from The Numero Group. Audio Post Sonic Union Steve Rosen, mixer; Patrick Sullivan, producer. Sound Design Q Department
Nivis, a boutique skiwear company, producing limited runs of high-performing outerwear from prototypes designed in the USA and extensively tested on slopes around the world, has released its first brand campaign which includes this brand film titled “The Mountain Doesn’t Care.” It’s from the creative duo consisting of Geoff Castillo and Conor McFarland whose pedigree includes campaigns for the likes of Google, ESPN and Tito’s.
Castillo also served as the director of the film, which was shot in the El Colorado mountains of Chile with world-class skiers coordinated by La Casa Productions. Production partners include VFX studio Preymaker, Tilt for studio production, Overcoast for music and sound, and Cabin Editing.
The film evokes a feeling of challenging the mountain, capturing backcountry skiing in extreme conditions. Pairing the ski footage with VFX shots from Preymaker helped portray the mountain for the maximum impact, like in the opening shot which dramatizes the mountain as a character within a surreal stage setting. And in-studio shots done at Tilt deployed miniatures, props and rear projection techniques to achieve unique visual touchpoints throughout the piece.
“Our challenge was to match the extreme work/play attitude of Nivis’ customers with a product that was designed to keep up with them on the slopes. In a category that has leaned toward streetwear and after-ski parties, our message is a reminder that Mother Nature is absolutely ambivalent about your aspirations or your desire for a “good time” on the mountain,” said Castillo. “By showing how harsh and indifferent conditions can be on the mountain with “the mountain doesn’t care,” we are positioning Nivis as the brand who cares immensely down to the last... Read More
