Image 1 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 2 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 3 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 4 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 5 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
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Shilo's Storytelling Palette Evolves
with Newest Brand Film for Under Armour's ColdGear,
Starring World Cup Champion Skier Lindsey Vonn
NEW YORK and LA JOLLA, CA.- (Nov. 12, 2009) - The filmmakers from creative production company Shilo (www.shilo.tv) are very proud to reveal their latest brand film for Under Armour, Inc., the originator of performance apparel, footwear and accessories.
The latest collaborative effort from the two companies recently debuted in high-profile broadcast, cable and online media outlets, presenting yet another extrasensory cinematic feast. Featuring two-time World Cup champion Lindsey Vonn, one of the most successful American ski racers in history, and promoting Under Armour's flagship ColdGear line, the :30 spot is entitled "ColdGear, Lindsey Vonn + Dick's."
"From our earliest conversations with Under Armour's Creative Director Brian Boring," began Tracy Chandler, Shilo's executive producer, "they picked up on our passion for dramatic storytelling, and connected that with the intensity that's so integral to the brand personality of Under Armour."
The project's creative brief began with the goal of promoting the ColdGear product line, which is known for helping athletes perform optimally in cold conditions, while featuring Vonn, an international symbol for strength and extraordinary athletic performance. Seeking the best creative solution for this project, Shilo enlisted the talents of its growing creative arm, We Make It Good, and its creative director, Clayton Vomero, who co-wrote the spot's script with Stringer. In their story, Stringer and Vomero built a narrative around a Cold Abuse Simulator, where Vonn tests ColdGear under the world's harshest conditions. "Ultimately our goal in our Cold Abuse Simulator films is to transport the viewer deeply into the unique experience of the athlete," explained Shilo's co-founder and creative director Andre Stringer.
To film the action of Vonn facing the Cold Abuse Simulator as realistically as possible, led by creative director Noah Conopask, Shilo's crew found an authentic factory location in Los Angeles and worked with Vonn for two days, filming her on a jostling rig before a giant apparatus that simulated, to the greatest extent possible, the actual conditions she'd face in racing down a steep ski mountain during a blizzard.
Stringer, Conopask, director of photography Martin Ahlgren and their crew went to great lengths to capture Vonn's performance and their desired atmospheric reality on the set. From there, additional details were added back in Shilo's studio to heighten the story's visual drama using seamless visual effects artistry.
As a finishing touch, Shilo's team also sought to evolve the sonic aspects of this project's storytelling with original music and sound design, courtesy of Gavin Little of echolab. "We wanted it to be in the same family of other campaigns," Conopask added, "but always evolving, so that each spot stands on the shoulders of the previous ones in terms of its depth and complexity."
"We're especially proud of this project, in that it gave us some amazing opportunities to explore and build upon our relationship with Under Armour as a brand," concluded Stringer.
Other ColdGear spots featuring the Cold Abuse Simulator, reflecting the artistry of Shilo and WMIG, are currently in the works, and will debut soon. Complete project credits for the Lindsey Vonn spot are available here.
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 Arthur Portnoy 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 "ColdGear,
Lindsey Vonn + Dick's"
16:9 QuickTime for "ColdGear,
Lindsey Vonn + Dick's"
.
"ColdGear, Lindsey Vonn +
Dick's" on Vimeo
Image 6 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 7 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
Image 8 from Under Armour
"ColdGear, Lindsey Vonn + Dick's"
(Image courtesy of Shilo)
Click on thumbnail for larger 72dpi image
or Click HERE for 300dpi version.
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