New commercial for Under Armour featuring Julio Jones.
In March, Under Armour introduced its E39 compression shirt during the NFL Scouting Combine, and Heisman
Trophy winning quarterback Cam Newton and Alabama wide receiver Julio Jones are among those who made headlines as their vital stats were assessed in real-time for viewers using this innovative new athletic evaluation improvement tool. At that time, Under Armour released a :30 teaser spot entitled “Julio Jones: UA E39,” representing the latest collaborations between Under Armour, director Andre Stringer and his colleagues at Shilo and creative think tank WMIG — and we promised to share more amazing results from this ongoing creative collaboration. By featuring Julio’s authentic performance — and Shilo’s design-infused storytelling approach, guided by ideation from WMIG — Under Armour’s E39 technology is shown to be a phenomenal new way for athletes to maximize their full potential. In the words of Andre Stringer, “This piece continues our trajectory of pioneering a storytelling technique that mixes both live-action and design at the highest of levels.”
Credits:
Project Title: Under Armour “Julio Jones: UA E39″
Length: :60
Debut Date: 4/19/11
Film Location: Detroit, MI
Client: Under Armour
Creative Director: Brian Boring
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