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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.