This spot features members of USA Gymnastics Women’s National Team, part of the campaign carrying the tagline, “It’s What You Do in the Dark That Puts You in the Light.” We see the sacrifices these athletes make–and the elation they feel–when wholly dedicated to training for their sport.
We see the female gymnasts building full-body strength and training on the mat, traveling to competitions, and putting in hours of constant, grueling work for a chance at glory.
Martin de Thurah of Epoch Films directed this :90, titled “Rule Yourself|USA Women’s Gymnastics,” for agency Droga5, New York.
Credits
Client Under Armour Agency Droga5 New York David Droga, creative chairman/executive creative director; Ted Royer, chief creative officer; Tim Gordon, group creative director; Alexander Nowak, Felix Richter, creative directors; Toby Treyer-Evans, Laurie Howell, copywriters/art directors; Cynthia Ratasbouth, design director; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Adam Perloff, executive producer; Niklas Lindstrom, head of interactive production; Cliff Lewis, head of art production; Julia Menassa, sr. art producer; Jennifer Lally designer. Production Epoch Films Martin de Thurah, director; Kasper Tuxen, DP; Melissa Culligan, exec producer; Michaela Johnson, producer. Editorial Stitch/Cartel Leo Scott, editor. Postproduction Blacksmith Sound Design String and Tins/Q Department Mixer/Sound Editing Chris Afzal
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
