Image 1 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
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Image 2 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
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Image 3 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
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Image 4 from Under Armour "Fierce Speed"
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Image 5 from Under Armour "Fierce Speed"
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Image 6 from Under Armour "Fierce Speed"
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Under
Armour and Shilo Launch
Fastest Generation of Football Cleats with Cinematic HD Spot
NEW YORK and LA JOLLA,
CA.- (July 16, 2009) - Under Armour, Inc., the originator of performance
apparel, footwear and accessories teams ups with the filmmakers from creative
production company Shilo (www.shilo.tv)
to debut the company's latest artistic brand film, "Fierce Speed."
The creative collaboration between Shilo and Under Armour introduces the
fastest generation of football cleats, the UA Fierce, through a high paced
:30 spot that debuted July 13th on ESPN's You Tube Channel.
"Fierce Speed"
represents a dramatic fusion of football, space-age technology and science-fiction.
The spot's original score, courtesy of Gavin Little of Echolab, enhances
the futuristic theme by weaving the familiar sounds of a football game
with the supersonic frequencies of sound-waves, creating a cinematic feast
for the eyes, ears, and mind.
The new project
reunited Under Armour creative director, Marcus Stephens and art director
Brian Boring with Shilo co-founder and creative director Andre Stringer
and ACD Noah Conopask. Shilo also recruited the skills of 3D supervisor
Chris Fung to produce the spot entirely in CGI, creating the unique look
and science-fiction feel that surpasses the quality of live-footage. The
original HD content was ultimately modeled and animated by Shilo's artists
using Maya, and After Effects was used for final compositing.
"Our goal with
the film was for it to knock viewers out of their chairs when they watched
it... it had to be super intense," explained Noah Conopask. "We wanted
it to feel like it was born of and infused with speed and the high paced
action that is out on the field during a football game."
"Under Armour
has an amazing knowledge of their product and their consumers, and our
expertise is in creating and producing engaging, cinematic stories," said
Andre Stringer. "Given the objective of telling the story of the
fastest shoe on the market, we sat down together and brainstormed on how
to be visually innovative. By using visual metaphors to explain speed,
this new spot hits UA's marketing objectives while also presenting a highly
creative, interesting take on the whole genre of the shoe marketing spot."
Credits for Shilo
also include executive producer Tracy Chandler, producer Amy Fahl, editor
Nathan Caswell, 3D animators Joji Tsuruga, Christina Ku, and Tamir Sapir,
3D modeler Youngmin Kim, VFX artist Warren Heimall, and compositors Dorian
West, Joel Voelker, Will Decker, and Bashir Hamid.
About Shilo
Shilo is an Emmy
Award-winning creative production company representing a group of filmmakers
led by directors Jose Gomez and Andre Stringer. Internationally known
for creating original and commissioned work that is powerful, provocative
and visually extraordinary, Shilo's deeply held passions for design-infused
storytelling and their innovative applications of live-action, design,
and animation techniques deliver breakthrough experiences for screens large
and small. From its studios in New York and La Jolla, California,
where recent projects have spanned short films, commercials and music videos,
Shilo has the capacity and experience to originate ideas and handle all
aspects of production. Shilo published its first book, We Make It
Good, in 2007, and also curates the site www.WeMakeItGood.com.
For more information, or to request a reel, please contact Tracy Chandler
at +1.212.219.4700, or visit Shilo online at www.Shilo.tv.
About Under Armour,
Inc.
Under Armour(R)
(NYSE: UA) is a leading developer, marketer, and distributor of branded
performance apparel, footwear, and accessories. The brand's moisture-wicking
synthetic fabrications are engineered in many different designs and styles
for wear in nearly every climate to provide a performance alternative to
traditional natural fiber products. The Company's products are sold
worldwide and worn by athletes at all levels, from youth to professional,
on playing fields around the globe. The Under Armour global headquarters
is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic
Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou,
China. For further information, please visit the Company's website at www.underarmour.com.
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4:3
QuickTime for "Fierce Speed"
16:9
QuickTime for "Fierce Speed"
"Fierce
Speed" on Vimeo
Image 7 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 8 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
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or Click HERE for 300dpi version.
Image 9 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
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or Click HERE for 300dpi version.
Image 10 from Under Armour "Fierce Speed"
(Image courtesy of Shilo)
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or Click HERE for 300dpi version.
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