---
title: Forever Is Made Now | 6th Hashtag Sports Awards
description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment
image: https://www.hashtagsports.com/hubfs/Assets-2024-shortlisted/kKvvEmLg.jpg
---

Forever Is Made Now | 6th Hashtag Sports Awards

# Forever Is Made Now

[Tool](https://toolofna.com/)

The 6th Annual Awards

 Nominee ✨

- Best Branded Content

Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/forever-is-made-now#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/forever-is-made-now#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/forever-is-made-now#)

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.

![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/forever-is-made-now-2.webp?width=1920&height=1080&name=forever-is-made-now-2.webp)

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.

![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/forever-is-made-now-1.webp?width=1920&height=1080&name=forever-is-made-now-1.webp)

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**

- [  Website](https://awards.myportfolio.com/forever-is-made-now)

**Featured**

- Anthony Joshua

**Credits**

**[Brian Boring](https://underarmour.com/)**  
VP Global Brand Creative  
Under Armour

**[James Michelfelder](https://underarmour.com/)**  
Sr. Global Creative Director, Content  
Under Armour

**[Tim Duffels](https://underarmour.com/)**  
Sr. Manager Creative, EMEA  
Under Armour

**[Janne Kuipers](https://underarmour.com/)**  
Sr. Manager, Category Marketing  
Under Armour

**[Andrew Bray](https://underarmour.com/)**  
Sports Marketing  
Under Armour

**[Wes Walker](https://underarmour.com/)**  
Director  
Tool

**[Dustin Callif](https://www.hashtagsports.com/awards/shortlist-2024/toolofna.com?hsLang=en)**  
President / Executive Producer  
Tool

**[Jon Kolnoski](https://www.hashtagsports.com/awards/shortlist-2024/toolofna.com?hsLang=en)**  
Producer  
Tool

**[Adam Koppel](https://www.hashtagsports.com/awards/shortlist-2024/toolofna.com?hsLang=en)**  
Creative Director & Writer  
Tool

**[Rex Kane-Hart](https://www.hashtagsports.com/awards/shortlist-2024/toolofna.com?hsLang=en)**  
Art Director & DP  
Tool

**[Shapxo N/A](https://www.hashtagsports.com/awards/shortlist-2024/toolofna.com?hsLang=en)**  
Creative Producer  
Abyss Digital

**[Yan Marchenko](https://abyssdigital.studio/)**  
Post-Producer  
Abyss Digital

**[Rex Kane-Hart](https://abyssdigital.studio/)**  
Editor  
Abyss Digital

**[Mykyta Bereg](https://abyssdigital.studio/)**  
Editor  
Abyss Digital

**[Saveliy Zhukov](https://abyssdigital.studio/)**  
Assistant Editor  
Abyss Digital

**[Rex Kane-Hart](https://abyssdigital.studio/)**  
AI Team Lead  
N/A

**[Vince Buyssens](https://abyssdigital.studio/)**  
Creative Strategy  
N/A

**[Aaron Vergult](https://abyssdigital.studio/)**  
Art Director  
N/A

**[Bjarne Desmet](https://abyssdigital.studio/)**  
AI Engineer  
N/A

**[Shapxo N/A](https://abyssdigital.studio/)**  
Creative Producer  
Abyss Digital

**[Louise Woodward](https://www.pvalimusic.com/)**  
Music Supervision & Orchestration  
Pvali

**[Raphaël Ajuelos](https://abyssdigital.studio/)**  
Sound Design & Mix  
Concret.Form

**[Kai Scheer](https://abyssdigital.studio/)**  
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.

 

[![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)