A new Under Armour ad campaign is breaking in the U.S. today, featuring a new :60 TV/web spot and 3 individual brand films for famous female athletes, all directed by Shilo’s Andre Stringer, with ideation handled through WMIG, in collaboration with Under Armour’s creative team. Each film has launched today at www.youtube.com/underarmour and elsewhere.
Here are a few comments from Andre on this latest project work: “With each new step in our collaborations with Under Armour, we intensify our focus on authenticity. For this campaign, we’ve once again gone deep inside the vigorous training and personal motivations of world-class athletes. Through our gritty, intimate athlete portraits, viewers experience the intensity of the work they put in, and see what it really takes to be an Under Armour competitor.”
On locations ranging from the Denver Police Academy to various gyms and sports stadiums in the Northeast, Stringer, director of photography Max Goldman and their colleagues captured their footage on Kodak’s Vision3 500T and Vision2 50D 35mm and 16mm color negative films, using ARRI 435 and Aaton A Minima camera packages. Footage was transferred and color-graded by Tom Poole of Company 3 in New York. Editorial credits go to Shilo’s Nathan Caswell, and all spots and athlete films were finished in HD at Shilo’s New York studio.
The campaign’s riveting original theme was composed by Darrin Wiener. Sound design is courtesy of Gavin Little of Echolab.
Watch the spots below:
Under Armour Women’s “Protect This House. I Will.” :60 from Shilo on Vimeo.
Under Armour Women’s “Monica Hargrove” from Shilo on Vimeo.
Under Armour Women’s “Lindsey Vonn” from Shilo on Vimeo.
Under Armour Women’s “Lauren Cheney” from Shilo on Vimeo.
Client: Under Armour
Senior VP Brand: Steve Battista
Senior Director, Women’s Marketing: Adrienne Lofton
Senior Creative Director: Marcus Stephens
Art Director: Brian Boring
Ideation: WMIG
Creative Director: Andre Stringer
Writers: Andre Stringer, Clayton Vomero, Nathan Caswell
Coordinator: Sheina Dao
Executive Producer: Tracy Chandler, Carol Stevens
Production Company: Shilo
Director: Andre Stringer
Director of Photography: Max Goldman
Editor: Nathan Caswell
Assistant Editor: Hedia Maron
Storyboard Artist: Ben Chan
Roto/Clean-up Artist: Paul Daniel
Producer: Mariya Shikher
Line Producer: Jeremy Yaches
Head of Production: Julie Shevach
Executive Producer: Tracy Chandler
Telecine: Company 3
Colorist: Tom Poole
Composer – Darrin Wiener
Music Mix: Mixed by Supa Engineer DURO for Chairman of the Boards
Music Mix Studio: KMA
Music Creative Director: Clayton Vomero
Sound Design and Final Mix: Echolab
Sound Designer/Mixer: Gavin Little
Assistant Sound Designer – Joe McHugh
Vocal Talent: Andre Stringer, Eric Ogbogu, Spaceman (Demetrius Beaumonte)
