Under Armour Phelps
Under Armour‘s tribute to Michael Phelps has won a Yellow Pencil at the D&AD Awards, for Film Advertising Crafts / Direction for Film Advertising and Use of Music. The Under Armour Phelps film is a last goodbye for an Olympic great — a personal story used to tell a bigger brand message. The film lets us see exactly what Michael Phelps has built his legacy on: a lifetime of going dark and becoming invisible, both literally and metaphorically — a lifetime of training in the relentless pursuit of sporting greatness. The film works towards the brand message “It’s what you do in the dark that puts you in the light.”
Under Armour Phelps Credits
The Under Armour Phelps campaign was developed at Droga5 by chief creative officer Ted Royer, creative chairman David Droga, creative directors Alexander Nowak and Felix Richter, art director Laurie Howell, copywriter Toby Treyer-Evans, design director Cynthia Ratasbouth, group creative director Tim Gordon, producer Adam Perloff, head of broadcast Ben Davies, head of integrated production Sally-Ann Dale, account director Brian D’Entremont, account handler Scott Bubis, account manager Jordan Cappadocia, communications strategists Hillary Heath, Julian Cheevers and Colleen Leddy, project managers Connor Hall and Courtney Kosup, global chief strategy officer Jonny Bauer, strategic planner Chet Gulland, strategists Candice Chen and Harry Roman, head of interactive production Niklas Windstorm, head of art production Cliff Lewis, senior art producer Julia Menassa, senior print producer Alyssa Dolman, retouching studio manager Michelle Leedy, retouchers John Ciambriello and Peter Gibson, designer Jennifer Lally and Tessa Modi.
Filming was shot by director Martin De Thurah via Epoch Films with director of photography Kasper Tuxen, executive producer Melissa Mulligan, and producer Michaela Johnson. Editor was Leo Scott at Stitch Editing and Cartel. Post production was done at Blacksmith. Sound was designed at Q Department, New York.
Audio post production was by Chris Afzal.
Music is “The Last Goodbye”, by The Kills.