Under Armour: I Will What I Want
Brand
Date
Mar 2024
Description
Under Armour’s I Will What I Want campaign features supermodel Gisele Bündchen in a high-intensity commercial spot produced by SMUGGLER. Set within a sunlit industrial gym, the live-action footage focuses on Bündchen’s training regimen, capturing her strikes against a heavy punching bag. The film utilizes natural light and a clean, minimalist aesthetic to frame its subject. A layer of real-time social media commentary overlays the action, contrasting public perception with the disciplined focus of the athlete in a gritty, concrete environment.
Style
Horizontal, Commercial, Clean, Golden Hour
Techniques
Natural light
Industries
Color
Jet Black
Pure White
Background
Gym
Context
Advertising Campaign, Brand Film / Corporate Video
Associated creatives
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