Under Armour: Be the Problem
Brand
Date
Aug 2025
Description
Under Armour's 'Be the Problem' campaign highlights the intensity of athletic performance through a cinematic lens. Directed by Uncommon, the commercial leans into a gritty aesthetic, utilizing low-key lighting and grainy textures to document the physical exertion of athletes across corridors and field settings. The project employs a retro film style, incorporating 1970s visual cues and 16mm-inspired techniques to frame moments of focused training. By contrasting tight interior spaces with expansive outdoor venues, the piece captures the technical aspects of performance through a raw, live-action approach.
Style
Horizontal, Action, Cinematic, Gritty, Grainy, 1970s
Techniques
Super 8 / 16mm
Industries
Color
Jet Black
Pure White
Background
Sports Venue
Context
TVC / TV Commercial
Associated creatives
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