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Athletes who run are different than typical runners. They go harder, faster, stronger. A new spot from CP+B for Under Armour shows how Spine technology gives them both the agility and stability they need. The first shoe designed for runners of size AND strength. Watch in 360 degrees as Kemba Walker, Tom Brady and Cam Newton burst into action. The structural cutouts of the Spine sole keep the shoe light, while the backbone keeps it strong. It’s a different kind of shoe for a different kind of runner. Because for the elite athlete, “This is how we run.”
Other credits
FORMAL CLIENT NAME: Under Armour
EXECUTION TITLE: This Is How We Run
AGENCY: CP+B
LAUNCH DATE: 7/9/12
WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
VP EXECUTIVE CREATIVE DIRECTOR(s): Alex Burnard
CREATIVE DIRECTOR(s): Vlad Ivangorodsky
ASSOCIATE CREATIVE DIRECTOR(s): James Maravetz
ART DIRECTOR(s): Daniel Pradilla
COPYWRITER(s): Matthew Davis
VP DIRECTOR OF VIDEO PRODUCTION: Chad Hopenwasser
EXECUTIVE INTEGRATED PRODUCER: Sloan Schroeder
JR. INTEGRATED PRODUCER: Yamaris Duarte
EDITORIAL COMPANY AND CITY: PLUS Productions, Miami, FL.
VP EXECUTIVE INTEGRATED PRODUCER: Idalia Deshon, PLUS Productions
EDITOR: Louis Palacios
PRODUCTION COMPANY & CITY: Smuggler, Hollywood, CA
DIRECTOR: Laurent Ledru
EXECUTIVE PRODUCER (Smuggler): Patrick Milling Smith, Brian Carmody, Lisa Rich, Allison Kunzman, Laura Thoel, Idalia Palacios
EXECUTIVE PRODUCER (Psyop): Neysa Horsburgh
PRODUCER (Psyop): Scott Siegal
LINE PRODUCER: Nate Young
DIRECTOR OF PHOTOGRAPHY: John Lynch
POST PRODUCTION & CITY: Psyop, Venice, CA
EDITOR: Brett Nicolettie
EXECUTIVE INTEGRATED MUSIC PRODUCER: Bill Meadows
SOUND DESIGN COMPANY & CITY: Barking Owl, Los Angeles CA
SOUND DESIGNER: Michael Anastasi
ANIMATION COMPANY & CITY: Method Design, Santa Monica, CA
CONTENT VP GROUP ACCOUNT DIRECTOR: Jeff Graham
CONTENT VP ACCOUNT DIRECTOR: Scott Sibley
CONTENT MANAGEMENT SUPERVISOR: Gillian Perazzo
CONTENT SUPERVISOR: Yvette Guzman
CONTENT MANAGER: Jessica Martin
BUSINESS AFFAIRS: Natalie Greenman
COGNITIVE ANTHROPOLOGIST: Lindsey Allison, Brent Reichert, Claudia Steer
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