Image 1 from Under Armour "Instinct Fast"
(Image courtesy of Shilo)
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Image 2 from Under Armour "Instinct Fast"
(Image courtesy of Shilo)
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Image 3 from Under Armour "Instinct Fast"
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Image 4 from Under Armour "Instinct Fast"
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Image 5 from Under Armour "Instinct Fast"
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Image 6 from Under Armour "Instinct Fast"
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Image 7 from Under Armour "Instinct Fast"
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Image 8 from Under Armour "Instinct Fast"
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Image 9 from Under Armour "Instinct Fast"
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Under
Armour "Instinct Fast" Spot from Shilo Dramatically Showcases MLB All-Star
Jose Reyes, New Heater Baseball Cleats
NEW YORK and LA JOLLA,
CA.- (Mar. 25, 2009) - The filmmakers from creative production company
Shilo (www.shilo.tv) recently
directed and produced a dramatic new spot for senior creative director
Marcus Stephens, art director Brian Boring and brand manager Colin Clark,
the in-house creative team of performance apparel originator Under Armour
(NSYE:UA). The national :30 ad, in which New York Mets All-Star shortstop
and base-running phenom Jose Reyes introduces Under Armour's new Heater
lightweight baseball cleat, debuted in Texas last month and will begin
airing in the Northeastern U.S. this week.
Entitled "Instinct
Fast," the spot creatively reinforces Under Armour's performance training
platform by capitalizing on the company's new multi-year partnership agreement
with Reyes and showing him achieving the impossible: stealing two
bases on one pitch. In 2008, Reyes broke the Mets' all-time record
for stolen bases and achieved his first 200-hit season.
"Reyes is a speed
player and has incredible instincts that rank him among the best in MLB
history," said Steve Battista, Under Armour, Senior Vice President, Brand.
"Reyes showcases his skills in the new spot, and we are thrilled to have
him as an integral part of the Under Armour family."
"The entire process
was quite refreshing. The concept conversations were engaging, Shilo added
a new element of workflow on the set, and when it comes to finish there
is nobody who compares to Shilo," said Stephens.
The multifaceted
project also makes great use of Shilo's award-winning talents. Under
the creative direction of the company's co-founder Andre Stringer, Shilo's
ACD and creative lead Noah Conopask and his crew, including director of
photography Max Malkin and line producer Matthew O'Shea, traveled to South
Florida's Fort Lauderdale Stadium to capture Reyes and other players on-location
performing the spot's meticulously crafted actions. Beyond filming
the live-action footage, Shilo's artists also created 3D elements including
the spot's animated branded elements, and handled editing, visual effects
and finishing for each of the spot's custom versions.
For Shilo, Noah
Conopask provided more details on his group's creative approach.
"This spot is about the legend of Jose Reyes, and everything in its execution
is crafted to follow this same theme," he began.
"UA's creatives
came to us with this idea and story boards of Jose moving faster than everyone
else in the film and we helped bring the story to life," Conopask continued.
"We loved the idea of using scenes with two distinctly different frame
rates in one single frame. We wanted it to feel like a battle, where
Jose and the pitcher both had their fingers on the trigger. We wanted
you to see it in their eyes, in their body language, and we wanted to subtract
everything out of the world they were in, no bleachers, no fans, no scoreboard,
only the moment... because when a person is in a moment like this, you
have one focus, and your instincts take over."
"The athlete's
passion is something we truly love," added Shilo co-founder and creative
director Andre Stringer. "We all are athletes and respect what it
means to love athletics. For us, Under Armour as a brand speaks to
the kind of authenticity we identify with."
As the spot's
action plays out and the super-fast Reyes dives for third-base, viewers
see the catcher throw the ball, and in captivating slow-motion, the third
baseman goes to make the tag. " That moment is where I really wanted
the energy to come to its apex," Conopask said. "It was really important
to capture the nail-biting suspense and intensity that fans feel when they
watch an amazing play. We also wanted to make sure that it was left
open for the viewer to decide the outcome, it is so much more impactful
that way."
"This is the kind
of work we love to make and it was a great opportunity to merge our live
action and design sensibilities to form a really cool piece of film," concluded
Stringer.
The spot's original music and sound design are courtesy of Gavin Little of Echolab, and telecine was handled by Tom Poole of Company 3. For Shilo, credits also include executive producer Tracy Chandler, editors Nathan Caswell and Galen Summer, senior lead artist Tamir Sapir, 3D artists Joji Tsuruga and Warren Heimall, VFX artists Sapir, Marco Giampaolo, Joel Voelker, Jihyae Ham and Connie Conrad, and producer Jeremy Yaches.
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 "Instinct Fast"
16:9
QuickTime for "Instinct Fast"
Behind the scenes image 1 from shoot
for Under Armour "Instinct Fast."
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Behind the scenes image 2 from shoot
for Under Armour "Instinct Fast":
Shilo's Noah Conopask with Jose Reyes.
(Image courtesy of Shilo)
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or Click HERE for 300dpi version.
Behind the scenes image 3 from shoot
for Under Armour "Instinct Fast":
Shilo's Noah Conopask.
(Image courtesy of Shilo)
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Behind the scenes image 4 from shoot
for Under Armour "Instinct Fast."
(Image courtesy of Shilo)
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or Click HERE for 300dpi version.
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