“Unlike Any” is Under Armour’s newest and most expansive global women’s campaign to-date. Created by Droga5 New York, the campaign honors its athletes by pairing each with accomplished spoken word artists to craft poems unique to each athlete’s story. The poems are read by the artists as voiceover on each of the respective films, resulting in powerful odes to celebrate female athletes’ unwavering spirit and transcendent abilities.
This film features famed ballerina Misty Copeland. The camera follows her poetry in motion–unfolding to the words of Saul Williams.
Georgia Hudson of Agile Films directed the series of films which feature Copeland, stunt woman Jessie Graff, Harlem Run founder Alison Desir, world champion sprinter Natasha Hastings, and actress/Taekwondo Black Belt artist Zoe Lanxin.
Credits
Client Under Armour Agency Droga5, NY David Droga, creative chairman; Ted Royer, chief creative officer; Felix Richter, Alexander Nowak, executive creative directors; Doug Hamilton, sr. copywriter; Kia Heinnen, sr. art director; Castro Desroches, art director; Diana Perez, jr. copywriter; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bryan Litman, co-directors of film production; Rebecca Wilmer, sr. producer; Nathan Pardee, producer; Ryan Barkan, Mike Ladman, music supervisors; Niklas Lindstrom, director of interactive production; Cliff Lewis, director of art production; Jonny Bauer, global chief strategy officer; Harry Roman-Torres, co-head of strategy; Will Davie, group strategy director; Newman Granger, strategist. Production Agile Films Georgia Hudson, director; Zoe White, DP; Myles Payne, exec producer; Alex Chamberlain, head of content; Martha English, line producer. Editorial Work Editorial Cass Vanini, editor; Trevor Myers, Theo Mercado, assistant editors; Erica Thompson, exec producer; Sari Resnick, sr. producer. Postproduction Blacksmith Charlotte Arnold, Megan Sweet, exec producers; Snu Nagaraj, producer; Daniel Morris, Melissa Graff, VFX shoot supervisors/2D leads; Min Liu, designer. Trace VFX Iwan Zwarts, Margolit Steiner, Jacob Slutsky, Caio Sorrentino, Tuna Unalan, 2D artists. QL Beans, 3D tracking. Color MPC Adrian Seery, colorist; Dani Zeitlin, exec producer; Jenna Gabriel, producer. Music Q Department Audio Gramercy Park Studios Chris Afzal, audio engineer/sound designer; Vicky Ferraro, exec producer; Laura Goehrke, associate producer.
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
