Best of 2016 No. 2 TV/Film: Under Armour's Poetic Ad Captures the Human Side of Michael Phelps
Spot Shows Swimmer's Grueling Training Regime
Editor's Pick
Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 2 in TV/Film, Under Armour and Droga5's poignant ad capturing the intensely focused, rigorous and solitary training rituals of swimmer Michael Phelps ultimately seemed prescient, once the Olympics came around and he proved himself to be a veritable athletic legend. Impeccable craftsmanship, direction and a spot-on track not only made the spot a true pleasure to watch but also helped to land it a Film Craft Grand Prix at Cannes in June.
Original Post:
Under Armour and Droga5's "Rule Yourself' campaign features this stirring spot starring swimming champion Michael Phelps, as he prepares for a final shot at glory at this summer's Olympic Games. And now that he continues to bring home the gold, it feels all the more powerful.
The film, directed by Epoch's Martin de Thurah, documents Phelps' grueling training regimes both in and out of the pool; working out in the gym, loading up on carbs, going for some painful-looking cupping sessions and taking ice baths. It's all set to the track "The Last Goodbye" by The Kills, a poignant reminder that this will be the most decorated Olympian's last Olympics.
The spot continues the tagline "It's What You Do in the Dark That Puts You in the Light," launched by Under Armour earlier this year, which has already featured the U.S. gymnastics team in one spot and international soccer star Memphis Depay in another.
At the 2016 Cannes Lions International Festival of Creativity, the ad took the Grand Prix in the Film Craft Category, which honors "the quality and aesthetic of the individual elements of the film-making process."
Or, as jury president and Great Guns Founder and CEO Laura Gregory put it: "We're looking for details and choices." That includes, among other things, casting, animation, visual effects, sound design and more. "It's not just about the idea," she said.
The Phelps film was directed by Epoch's Martin de Thurah and documents the swimmer's grueling training regimen both in and out of the pool.
Read more about the Grand Prix win on AdAge.com
Credits
- Date
- Mar 08, 2016
- Agency:
- Droga5
- Brand:
- Under Armour
- Client:
- Under Armour
- Chairperson:
- David Droga
- Chief Creative Officer:
- Ted Royer
- Executive Creative Director/Production:
- David Droga
- Group Creative Director:
- Tim Gordon
- Creative Director:
- Alexander Nowak
- Creative Director:
- Felix Richter
- Creative:
- Toby Treyer-Evans
- Creative:
- Laurie Howell
- Design Director:
- Cynthia Ratasbouth
- Chief Creative Officer:
- Sally-Ann Dale
- Head of Broadcast Production:
- Ben Davies
- Executive Producer:
- Adam Perloff
- Head of Interactive Production:
- Niklas Lindstrom
- Head of Art Production:
- Cliff Lewis
- Senior Art Producer:
- Julia Menassa
- Senior Print Producer:
- Alyssa Dolman
- Retouching Studio Manager:
- Michelle Leedy
- Retoucher:
- John Ciambriello
- Retoucher:
- Peter Gibson
- Designer:
- Jennifer Lally
- Designer:
- Tessa Modi
- Head of Communications Strategy:
- Colleen Leddy
- Global Chief Strategy Officer:
- Jonny Bauer
- Head of Strategy:
- Chet Gulland
- Group Director, Strategy:
- Harry Roman
- Brand Strategist:
- Candice Chen
- Senior Communications Strategist:
- Hillary Heath
- Group Account Director:
- Julian Cheevers
- Account Director:
- Brian DEntremont
- Account Manager:
- Jordan Cappadocia
- Associate Account Manager:
- Scott Bubis
- Project Manager:
- Courtney Kosup
- Project Manager:
- Connor Hall
- Production Company:
- Epoch Films
- Director:
- Martin de Thurah
- Director, Photography:
- Kasper Tuxen
- Executive Producer:
- Melissa Culligan
- Producer:
- Michaela Johnson
- Editorial:
- Stitch/Cartel
- Editor:
- Leo Scott
- Post Production:
- Blacksmith
- Sound Design:
- String and Tins/Q Department
- Mixer/Sound Editing:
- Chris Afzal
- Photographer:
- Thomas Prior
- Chief Executive Offier and Founder:
- Kevin Plank
- Chief Marketing Officer:
- Kip Fulks
- Senior Vice President, Brand Marketing:
- Adrienne Lofton
- Senior Vice President, Global Brand Creative:
- Steve Battista
- Vice President, Global Creative and Design:
- Brian Boring
- Senior Vice President, Global Brand Strategy:
- Rick Anguilla
- Senior Director, Global Brand Marketing:
- Jasmine Maietta
- Director, Integrated Campaign Planning/Global Operations:
- Teresa Oles
- Senior Vice President, Global Communications:
- Diane Pelkey
- Vice President, Media:
- Steve Sommers
Need a credit fix? Contact the Creativity Editors
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