Under Armour: I Will Innovation, Director's Cut
Brand
Date
Apr 2022
Description
Under Armour’s I Will Innovation project is a commercial film that highlights the intensity of athletic preparation. The narrative moves across varied settings, featuring a runner on a twilight street, an outdoor workout captured with sun flare, and a basketball player navigating an indoor gym environment. Produced by Reset, the film utilizes cinematic cinematography to maintain a sense of momentum. The execution leans into raw aesthetics, employing a mix of natural light and low-key lighting to emphasize the grit of the performances. The final director's cut, supported by sound design from Reset, maintains energetic pacing throughout.
Style
Horizontal, Cinematic, Raw
Techniques
Natural light
Industries
Background
Street
Context
Brand Film / Corporate Video
Associated creatives
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