Under Armour Prepare
Under Armour and Dicks Sporting Goods are working together to prepare players for rainy, snowy weather is here. In “Prepare” we’re introduced to a high school sports teams gearing up for tournaments held in cold, wet conditions. A hard-barking narrator punctuates the visuals with motivational outbursts: “Tonight, we take respect!” The pulsating montage that follows weaves through the amped-up rituals of the pregame locker room and the swaggering, almost ferocious swaying of several teams collectively flexing on-field, ready to explode, oblivious to the rain and snow dumping over them.
Click on the image below to play the Prepare video in YouTube (HD)
The Prepare spot was developed at Producers by director Rip Lambert, producers Ross Jones and Karen Phillips, editor David Hudson, sound designer Tim St. Clair, mixer Robert Bragg and motion graphics artist Chris Abolt.
Visual Effects and color grading were produced at Nice Shoes by creative director Aron Baxter, CG artists Jim Collins and Boaz Livny, VFX artists Jason Farber and Vin Roma, producer Jen Cadic, and colorist Lenny Mastrandrea.
Under Armour and Lambert challenged Nice Shoes to take scenes shot on an 80-degree day and transform them into menacing snapshots of winter fury. “Everyone did a great job setting us up, blowing fake snow over the live-action scene and creating small drifts for effect,” stated Baxter. “Then we took over in compositing and CG, creating a full-blast winter landscape in the background and foreground, adding or blocking snow as necessary, all against an edgy color palette true to Under Armour’s brand. We added to the tension of athletes in the midst of intense preparation by creating the breath streaming from them with a mixture of live action elements and created particle systems.”
The hero shot is a dramatic composited close-up of beading water shot at 120 frames and a CG liquid water drop (at 500 frames a second), portraying the droplet landing and then trickling down, completely repelled by Under Armour’s Charged Cotton material. “We mocked this shot up two or three times, then referenced live shots and similar shots from our liquid CG simulation arsenal to create the final,” added Baxter.