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Editors' Choice

Droga5 NY's 'Anthem' for Under Armour Features an Army of Athletes

Droga5 New York, 2 years, 2 months ago

Editors' Choice: Misty Copeland, Stephen Curry and Jordan Spieth star in new campaign

Droga5 NY's 'Anthem' for Under Armour Features an Army of Athletes

Today Under Armour unveiled its 'Rule Yourself' marketing campaign, which defines the brand’s vision for training as a lifestyle. The 60-second “Anthem” spot and a series of shorter films that will debut this fall season showcase the self-discipline of NBA MVP Stephen Curry, American Ballet Theatre Principal dancer Misty Copeland, two-time golf major champion Jordan Spieth and NFL MVP and Super Bowl Champion Tom Brady, to raise the bar on what it means to be successful in training. 

Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, the “Anthem” spot shows a different side of the road to glory for athletes Curry, Copeland and Spieth. Even as a champion, principal dancer and MVP, their commitment to getting better is just as strong as it was on day one. In the spot, Curry, Copeland and Spieth are multiplied in front of the viewers’ eyes, becoming an army of synchronized athletes, completing rep after rep, relentlessly practicing the skills that set them apart. The visual is impactful not only in its literal execution but also in its metaphorical significance—that each of these athletes must grow and rule their own “army” within to provide the discipline, dedication and relentless spirit required of the best. 


“The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training. It’s the only way to get better, and it’s the common thread that unites each of our all-star athletes around the globe,” said Adam Peake, Executive Vice President, Global Marketing, Under Armour. “Under Armour provides the gear, equipment and digital tools the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve everyday, to keep building their inner army and to stay focused on success even when the going gets tough.”

Throughout his rise to NBA MVP, Curry was never the biggest, strongest or fastest player on the court. But he was known as the hardest worker, the first to arrive at practice and the last to leave, drilling shot after shot. “This story captures the hard work that happens when no one is watching, and that’s the part of the game that has always kept me coming back for more,” said Curry. "When you love the game, you have to embrace the process and learn how to push yourself to get better every day." 

The brand will launch the 360-degree global campaign with media partners including ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and a variety of lifestyle, digital and mobile outlets. To follow the RULE YOURSELF story and to learn more about the campaign visit youtube.com/underarmour and @UnderArmour on Twitter and Instagram. 

Advertiser

Chief Executive Officer: Sarah Thompson

Creative Agency

Account Director: Brian D’Entremont

Account Manager: Lucy Santilli, (Associate) Scott Bubis

Art Director: Sebastian Piacentini, (Jr) Max Friedman, Vignesh Seshadri

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer

Copywriter: Sergio Alonso, (Jr) Kathryn Kvas

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Creative Director: Alexander Nowak; Felix Richter

Creatives: (Chief Creation Officer) Sally-Ann Dale

Group Account Director: Julian Cheevers

Head of TV / Production: Ben Davies

Project Manager: Courtney Kosup, Monique Lavie

Strategy: (Head) Chet Gulland

Strategy Director: Harry Roman

TV Producer: Bill Berg, (Associate) Samuel Marx

Music and Sound

Sound Design: Q Department

Sound Mix: David Papa @ Sonic Union

Studio Director: Justine Cortale @ Sonic Union

Offline

Edit Assistant: Vanessa Yuille

Edit Company: Stitch

Editor: Andy McGraw

Executive Producer: Mila Davis

Producer: (Head of Production) Meagen Carroll

Post Production / VFX

CG: Cole Clark, Edward Hick, Katie Schiffer

CG Artist: Corey Langelotti, Eric Lane

Colourist: Fergus McCall

Executive Producer: Sean Costelloe

Flame: Nathan Kane

Flame Artists: (Lead) Ilia Mokhtareizadeh

Post Production House: The Mill

Producer: Nirad Bugs Russell

VFX Supervisor: Gavin Wellsman, Wyatt Savarese, Hitesh Patel

Production Company

Director: Wally Pfister

Executive Producer: Jeff McDougall

Managing Director: Dave Morrison

Producer: James Graves

Production Company: RESET

Category: Gyms , Sports and leisure

Genre: Visual VFX