Forever Is Made Now
The 6th Annual Awards
- Best Branded Content
ABOUT THIS ENTRY
To promote professional heavyweight boxer Anthony Joshua’s renewed partnership with Under Armour and his upcoming fight with Francis Ngannou, UA wanted to create a promo video to use on social channels and PR. The issue is that Anthony Joshua was in training so we wouldn’t have access to him for shooting any custom content. Welcome AI. In collaboration with Anthony and his team, we leveraged an AI & VFX pipeline to create new “footage” that allowed us to tell the Anthony Joshua x Under Armour narrative and create Under Armour’s first AI commercial campaign.
How does this represent “Excellence in Engagement”?
Anthony Joshua is determined to be a third time World Champion, but that dream is made today, with the battle in front of him. The theme of fading, time and sand reflects not only the stage in his career, but also the iconic location of the fight in Saudi Arabia. Joshua's story is a natural fit with Under Armour's "Protect This House." Joshua's house is his legacy and the only way to protect that future is now.
Objective
To promote professional heavyweight boxer Anthony Joshua’s renewed partnership with Under Armour and his upcoming fight with Francis Ngannou, UA wanted to create a promo video to use on social channels and PR. The issue is that Anthony Joshua was in training so we wouldn’t have access to him for shooting any custom content.
Strategy & Execution
Welcome AI. In collaboration with Anthony and his team, we leveraged an AI & VFX pipeline to create new “footage” that allowed us to tell the Anthony Joshua x Under Armour narrative and create Under Armour’s first AI commercial campaign.
Organizations
- Under Armour
- Tool
- Abyss Digital
- PvaliSound - Concret.Form
Links
Featured
- Anthony Joshua
Credits
Brian Boring
VP Global Brand Creative
Under Armour
James Michelfelder
Sr. Global Creative Director, Content
Under Armour
Tim Duffels
Sr. Manager Creative, EMEA
Under Armour
Janne Kuipers
Sr. Manager, Category Marketing
Under Armour
Andrew Bray
Sports Marketing
Under Armour
Wes Walker
Director
Tool
Dustin Callif
President / Executive Producer
Tool
Jon Kolnoski
Producer
Tool
Adam Koppel
Creative Director & Writer
Tool
Rex Kane-Hart
Art Director & DP
Tool
Shapxo N/A
Creative Producer
Abyss Digital
Yan Marchenko
Post-Producer
Abyss Digital
Rex Kane-Hart
Editor
Abyss Digital
Mykyta Bereg
Editor
Abyss Digital
Saveliy Zhukov
Assistant Editor
Abyss Digital
Rex Kane-Hart
AI Team Lead
N/A
Vince Buyssens
Creative Strategy
N/A
Aaron Vergult
Art Director
N/A
Bjarne Desmet
AI Engineer
N/A
Shapxo N/A
Creative Producer
Abyss Digital
Louise Woodward
Music Supervision & Orchestration
Pvali
Raphaël Ajuelos
Sound Design & Mix
Concret.Form
Kai Scheer
Sound Editor
Concret.Form
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
