Director Eliot Rausch --Â whoÂ many remember from Expedia's TED-awarded spot "Understanding"Â --Â brings us Under Armour's "Ready for August,"Â a long-form story at the heart of the company's new #IWILL campaign. The nearly 5-minute film depicts the day-to-day lives of high school football players and inner-city setting.
The beautifully shot video is made up of moments -- fromÂ young men rising early and traveling via train, bicycle and truck carpool to get to practice to scenes of themÂ leaving home lives behind,Â focusing all of their emotions, aggression, and athleticism into drills. Many train with the fantasy of going pro and making it out of the conditions they were raised in. The locker-room speech voiceover urges them to ask "What makes me different?"Â A competitive streak and determination helps aÂ player improve and eventually stand out, bringing him a step closer to realizing his dreams, like his idols have done before him.
Under Armour and UBER Content teamed up with retired Baltimore Raven Ray Lewis -- who also provides the voiceover --Â whose own story is similar to the one told here,Â to create the campaign.