Under Armour's newest spot, 'I Will What I Want' starring supermodel Gisele Bündchen continues the brand's promotion of strong willed role models. Droga5 worked with Smuggler director Jaron Albertin and The Mill to create this impactful spot.
Gisele can usually be found completely done up, wearing expensive couture.
Director:
Jaron Albertin
Production Company:
Smuggler
Agency:
Droga5
Under Armour shows the Brazilian supermodel in a different light; Working out her boxing routine in sweaty gym clothes with her hair up in a messy ponytail. The delicate model is kicking butt, and all the while tweets responding to her announcement as an Under Armour spokesperson are projected over her form and the surrounding walls. The words flash between judgmental and inspirational, including 'stick to modeling sweetie' and 'bravo! Gisele can do anything!' The overall effect is one of Gisele doing exactly what she wants in spite of her criticisms, and being spurred on by her fanbase's support.
The tweeted projections in the scene were added by The Mill creative team. Shoot supervisor and 3D Lead Artist Vince Baertsoen describes the process: "While on set, we mapped out the space and recreated it in a 3D environment. The projections were added in by the compositors, angled to interact with the 3D walls and Gisele herself."
Vince also led the team in collaboration with Active Theory and Droga5 for Under Armour's interactive website. Fans who visit the website can tweet in and watch as their words are projected into the spot in real time.
The effective final spot shows a different angle of living under a social microscope, bombarded by contradicting opinions. It continues the message launched by the first commercial in the campaign 'I Will What I Want' starring ballerina Misty Copeland, rousing women to follow their will and rise above the noise.
Agency: Droga5
Producer: Matt Nowak
Creative Directors: John McKelvey, Hannes Ciatti
Creatives: Felix Richter, Alex Nowak
Account Director: Scott Sulivan
Production Assistant: Goldie Robbens
Production: Smuggler
Director: Jaron Albertin
Executive Producer: Allison Kunzman
Editing Company: Work Editorial Inc.
Editor: Ben JordanVFX & Design: The Mill
Executive Producer: Sean Costelloe
VFX Producer: Alex Fitzgerald
Shoot Supervisor: Vince Baertsoen
2D Lead Artist: Aron Baxter
3D Lead Artist: Vince Baertsoen
2D Artist: Brandon Danowski
3D Artist: Lauren Shields
Production Coordinator: Alex Bader