Under Armour: It Comes From Below

Credits & Description:

Agency: Droga5, New York.
Alternative Title: Numbers
Media: TV
Category: Sportswear
Client: Under Armour
Agency: Droga5, New York
Production: Somesuch/Anonymous Content
Country: United States of America
Director: aoife mcardle
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Felix Richter
Group Creative Director: Alexander Nowak
Copywriter: Bryan Wolff
Art Director: Daniel Sumarna
Executive Producer: David Cardinali
Associate Producer: Troy Smith
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Harry Roman
Strategy Director: Sam Matthews
Head of Communications Strategy: Colleen Leddy
Communications Strategy Director: Hillary Heath
Communications Strategist: Kathryn Ruocco
Strategist: Newman Granger
Senior Data Strategist: Anthony Khaykin
Group Account Director: Julian Cheevers
Account Director: Bola Adekoya
Account Supervisor: Lucy Santilli
Senior Project Manager: Courtney Kosup
Sound Design: Anthony Moore at Factory & Sean Craigie Atherton at Siren
Synopsis:
Baseball is a numbers game. No one knows this better than Bryce Harper, who also reminds us in this Under Armour spot that no number sounds as good as the crack of a bat. In the campaign film “Numbers,” Under Armour tells Harper’s story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers. The film ends on a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by numbers, the genesis of Harper’s brilliance comes not from statistics, but from the first step and pivot in the batter’s box.