The newest short film from Under Armour’s “Rule Yourself” campaign features Olympic champion swimmer Michael Phelps.
Directed by Martin de Thurah of Epoch Films for Droga5 New York, the short focuses on the intense training regimen, sacrifice and determination of Phelps as he trains into the wee hours. His story is a perfect fit for the Under Armour mantra, “It’s what you do in the dark that puts you in the light.”
Client Under Armour Agency Droga5 NY 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, Tessa Modi, designers. 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 Q Department, New York. Music “The Last Goodbye” by The Kills Audio Post Chris Afzal, mixer/sound editing.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
