Director Ridley Scott, aside from his filmic legacy, is also known for bringing creativity to movie marketing. Promotions for one of his previous films "Prometheus," for example, included a slew of fantastic films that added depth to the story, such as one video introducing viewers to the the movie's android David, played by Michael Fassbender.
Now, to help get word out on his upcoming film "The Martian," based on Andy Weir's popular novel, Matt Damon appears in a teaser working out and wearing Under Armour.
The film itself takes place in 2030, when astronauts are as celebrated as top athletes. Mr. Damon plays the lead role of Mark Watney, an astronaut in the Ares Program who ultimately gets left behind by his colleagues on Mars.
In the new film, produced out of RSA, we see him undergoing a grueling training session, sweating in Under Armour, which happens to be dubbed the "Official Training Partner of the Ares Program."
The brand tie-up resulted from a collaboration between WME, Droga5 and its client Under Armour, RSA and 3AM.
According to Droga5, the idea came about after it teamed with WME along with consultancy 3AM to "create an idea that would be mutually benefical to their respective clients." The video aims to not only promote the film but also add authenticity to the audience's experience of it.