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Under Armour: When You Dig Deep, What Do You Find Inside
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Continuing to pioneer new ground ahead of their already robust slate of renowned Under Armour campaigns, co-directors Julian King and André Stringer and their colleagues at collaboration company DOMO have unveiled their latest trailblazing campaign for the brand. Developed hand-in-hand with Under Armour’s in-house creative team, the campaign features a highly cinematic ad addressing the full media landscape and featuring superstar talent Jordan Thompson, Seth Curry, and Fleur Jong in a campaign designed to engage athletes of all levels by showing the universal battle of finding that extra gear. The life-blood of the campaign hinges on the simple question: “When you dig deep, what do you find inside?” Writer and editor Nathan Caswell shares: “We were after something visceral and universal. We studied coaches and their ability to motivate using grounded language, those who know simpler is always better. We wanted to evoke that soil under the fingernails, the grime and sweat in pursuit of something more meaningful, shared in the plainest possible way.”
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