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Droga5’s New Under Armour Campaign Highlights Importance of an Athlete’s Footwear

Droga5 New York, 2 months, 2 weeks ago

Launch spot for ‘It Comes From Below’ directed by Aoife McArdle and produced by Somesuch + Anonymous

Droga5’s New Under Armour Campaign Highlights Importance of an Athlete’s Footwear

Droga5 New York has launched its newest campaign for Under Armour. Driven by the tagline “It Comes From Below”, the multi-sport campaign featuring Bryce Harper, Cam Newton and Under Armour Running shows that every great sporting moment starts with the feet‒ and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.
The first instalment of the campaign is titled ‘Numbers’, telling Washington Nationals baseball player Bryce Harper’s story through the voice of his high school coach, Sam Thomas, pointing out the numbers that have put pressure on Harper throughout his career as we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over - from seat numbers to scoreboards to section numbers. The spot, which is produced by Somesuch + Anonymous and directed by Aoife McArdle, ends on a shot of Bryce’s feet twisting on home plate, illustrating that in a sport dominated by numbers, Harper’s success is rooted not in stats, but in his foundation of skilled footwork in the batter’s box.

In the fall of 2016, Under Armour will release additional short films that will feature NFL MVP Cam Newton, and the RUN component will feature original video content highlighting the inspirational stories of true runners. 
“It Comes From Below” also features Under Armour’s newest footwear styles including the Harper One, Under Armour’s first signature baseball cleat which he will be wearing in the All Star Game today. Please see attached release, imagery and campaign credits for more information.

Brand: Under Armour

Creative Agency

Chief Creative Officer: Ted Royer

Copywriter: Bryan Wolff

Art Director: Daniel Sumarna

Strategist: Kathryn Ruocco (Comms), Newman Granger

Account Director: Bola Adekoya

Group Account Director: Julian Cheevers

Group Creative Director: Felix Richter, Alexander Nowak

Executive Producer: David Cardinali

Creative Chairman: David Droga

Creative Agency: Droga5 NY

Strategy Director: Sam Matthews, Hillary Heath (Comms)

Project Manager: Courtney Kosup (Snr), Connor Hall

Head Strategist: Harry Roman, Colleen Leddy (Comms)

Account Supervisor: Lucy Santilli

Chief Creation Officer: Sally-Ann Dale

Global Chief Strategy Officer: Jonny Bauer

Associate Producer: Troy Smith

Senior Strategist: Anthony Khaykin (Data)

Music and Sound

Sound Design: Factory

Music Supervision: Siren


Head of Production: Jen Sienkwicz

Executive Producer: Sarah Roebuck

Editor: Dan Sherwen

Edit Company: Final Cut

Edit Assistant: Geoff Hastings (NY), Leila Gaabi (UK)

Producer: Frankie Elster (UK), Jamie Nagler (NY)

Post Production / VFX

VFX Supervisor: Iwan Zwarts

Executive Producer: Charlotte Arnold

Producer: Megan Sweet

Post Production House: BlackSmith

Production Company

Production Manager: Yianni Papadopoulos

Production Company: Somesuch + Anonymous

Founder: Sally Campbell, Tim Nash (Somesuch)

Executive Producer: SueEllen Clair (Anonymous)

DOP: Steve Annis

Director: Aoife McArdle

Producer: Laurie Boccaccio

Managing Director: Eric Stern (Anonymous)

Category: Clothing/fashion , Sports

Genre: Action , Dialogue , People , Scenic