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Directors Jodeb, Michel + Nico Team On Under Armour Anthem Film For Droga5 NY


Robert Goldrich
Monday, Oct. 1, 2018


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In this “Will Makes Us Family” global campaign for Under Armour, Droga5 NY focuses on rigorous training of athletes worldwide. In this anthem film we see these performers around the world--spanning different skill levels and body types--all united by a common denominator that got them to where they are today: Will. The determination, perseverance and dedication to training makes us all family and unites us no matter who we are, where we are from, or what we set out to accomplish. 

What do a boxer, a skier, a ballerina and an NFL athlete have in common? They all experience the same pain, the same burning muscles, the same exhilaration--as do less famous, everyday performers.  

Athletes featured in the campaign, alongside everyday athletes, include: Carolina Panthers quarterback Cam Newton; Misty Copeland, principal ballerina with the American Ballet Theatre; Olympic skier Lindsey Vonn; champion golfer Jordan Spieth; and Olympic gold medalist and heavyweight boxing champion Anthony Joshua.

Directing the anthem film were Jodeb of production house PRETTYBIRD (who helmed the sequences with Newton, Copeland and Spieth in Atlanta, and Vonn in L.A.) and Michel + Nico of Believe Media (who directed Joshua in London).


Client Under Armour Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Tim Gordon, executive creative director; Ray Smiling, creative director; Stephen Shocket, copywriter; Patrick Horton, art director; Nate Moore, design director; Jaymes Barone, sr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Kyle Wright, Carole McCarty, executive producers; Nathan Pardee, producer; Taylor Donaldson, associate producer; Mike Ladman, music supervisor. Production PRETTYBIRD Jodeb, director (Atlanta/Cam Newton, Misty Copeland, Jordan Speith; LA/Lindsey Vonn); Mike Ragen, DP (LA/NY), Evan Prosofsky, DP (Atlanta); Suzanne Hargrove, exec producer; Tracy Hauser, director of production; Dennis Beier, producer. Production Believe Media Michel + Nico (London/Anthony Joshua); Fredrik Backar, DP; Liz Silver, Luke Thornton, James Covill, exec producers; Vitaly Koshman, head of production; Luke Tilbury, producer. Editorial Exile Edit Max Koepke, editor; Mitch Goldberg, assistant editor; Sasha Hirschfeld, exec producer; Gwynne Evans Reid, producer; Charlotte Delon, associate producer. Postproduction Method NY Angela Lupo, exec producer; Robert Holland, VFX producer; Tamriko Barda, Kyle Fader, VFX coordinators; Tom McCullough, lead Flame artist; Chris Hunt, Kevin Quinlan, Flame artists. Color Company 3 Sophie Borup, Kath Raisch, colorists; Alexandra Lubrano, producer. Music “You Can Make It If You Try” Gene Alison, composer. Sound Heard City Jeremy Siegel, mixer/sound designer; Ronnie Stapleton, assistant mixer; Jackie James, exec producer.

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