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.
How do you top one of the most viral brand videos ever made? Spoiler alert: you canโt. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical โClubโ that people would love to join while showcasing Dollar Shave Clubโs products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOTโs 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this โWelcome to the Clubโ spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
โThe Clubโ campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
