Under Armour: The Work
Brand
Date
Nov 2024
Description
Under Armour presents 'The Work,' an athletic campaign that focuses on the visceral intensity of professional training. The film highlights the physical demand of sport through dynamic sequences that oscillate between high-intensity cardio, weightlifting, and the quiet moments of recovery. Produced by DOMO, the project utilizes a cinematic, low-key lighting approach to frame the dedication behind human perseverance. With an emphasis on intimate, live-action techniques and a matte aesthetic, the footage captures the grit of the gym environment.
Style
Horizontal, Cinematic, Matte
Techniques
Low-key / chiaroscuro
Industries
Color
Jet Black
Chocolate
Background
Gym
Context
Advertising Campaign, Brand Film / Corporate Video
Associated creatives
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