Bryce Harper's Career Is a Barrage of Beautiful Numbers in Latest From Under Armour

All-Star Game Spot Highlights Brand's Commitment to High-Performance Footwear

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It's a barrage of numbers in Under Armour's new spot starring Washington Nationals pro baseball player Bryce Harper. Created out of Droga5 and directed by Somesuch/Anonymous Content's Aoife McArdle, the film intersperses a voiceover of Harper's high school coach Sam Thomas reciting a litany of stats with scene after scene of digits, "A Beautiful Mind"-style, to illustrate the amazing feats Harper has pulled off throughout his career. There was his 570-foot home run at age 15, his 31 homers in 66 games, his four time all-star run, and so on.

Ultimately, however, Coach Thomas asserts, "But kid, just remember no number sounds as good as this," as we hear a whack of the bat against a ball. With that, the spot homes in on Bryce's feet winding on the home plate and empowering his mighty hit.

Released in time for tonight's 2016 MLB All-Star Game, the spot is the first installment of the brand's multi-sport campaign "It Comes From Below," which will also feature Cam Newton. It aims to show how every great athletic feat -- starts with the feet -- and is meant to highlight Under Armour's commitment to making footwear that maximizes performance.

The campaign features the brand's latest footwear styles including the brand's first signature baseball cleat the Harper One, which Mr. Harper will be wearing in the All Star Game today.

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About

Credits
Date
Jul 12, 2016
Agency:
Droga5 New York
Client:
Under Armour
Director:
Aoife McArdle
Production Company:
Somesuch/Anonymous Content
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Felix Richter
Group Creative Director:
Alexander Nowak
Copywriter:
Bryan Wolff
Art Director:
Daniel Sumarna
Chief Creation Officer:
Sally-Ann Dale
Executive Producer:
David Cardinali
Associate Producer:
Troy Smith
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Harry Roman
Strategy Director:
Sam Matthews
Head of Communications Strategy:
Colleen Leddy
Communications Strategy Director:
Hillary Heath
Communications Strategist:
Kathryn Ruocco
Strategist:
Newman Granger
Senior Data Strategist:
Anthony Khaykin
Group Account Director:
Julian Cheevers
Account Director:
Bola Adekoya
Account Supervisor:
Lucy Santilli
Senior Project Manager:
Courtney Kosup
Project Manager:
Connor Hall
CEO & Founder:
Kevin Plank
Chief Marketing Officer:
Kip Fulks
SVP, Global Brand Management:
Adrienne Lofton
SVP, Global Communications:
Diane Pelkey
Vice President Global Creative Team:
Brian Boring
VP, Global Consumer Engagement:
Jim Mollica
Senior Category Director:
Jim Bel Bruno
Director, Global Marketing Operations-Process & integration:
Teresa Oles
Director:
Aoife McArdle
Company:
Somesuch
Founding Partner:
Sally Campbell
Founding Partner:
Tim Nash
Company:
Anonymous
Managing Director:
Eric Stern
Executive Producer:
SueEllen Clair
Producer:
Laurie Boccaccio
Director of Photography:
Steve Annis
Production Manager:
Yianni Papadopoulos
Editorial:
Final Cut
Editor:
Dan Sherwen
Cutting Assistant:
Geoff Hastings
Assistant Editor:
Leila Gaabi
Executive Producer:
Sarah Roebuck
Head of Production:
Jen Sienkwicz
Producer:
Frankie Elster
Producer:
Jamie Nagler
Post Production:
Blacksmith
Executive Producer:
Charlotte Arnold
Producer:
Megan Sweet
VFX Supervisor:
Iwan Zwarts
Music:
Siren
Sound Design:
Factory
Partner:
Sean Atherton
Company Director:
Sean Atherton

See more credits

Category
Industry
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