Under Armour: Will Finds a Way by Droga5
- Location:
Dwayne ‘The Rock’ Johnson is no stranger to dedication and hard work as an athlete and actor, and in a new campaign for Under Armour, he narrates the stories of others who put their all into their sport to become the best.
The new year-long campaign, ‘Will Finds a Way’ – created in partnership with Droga5 – showcases the importance of hard work, dedication and resilience, highlighting eight athletes who put in the hours to master their skills. Under Armour sets out to inspire by taking consumers on a motivational journey, and Johnson introduces the stories of: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr.; actress and Taekwondo national champion Zoe Zhang; world champion Judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing and gymnastics champion Javon “Wanna” Walton.
In the anthem spot, Johnson serves as the ultimate motivator, reinforcing that nothing is impossible if you have the will. Johnson uses his life as an example, sharing examples of beating the odds and becoming the person he is today by being the hardest worker in the room. He notes how he carved a new path for himself when his dream of becoming a pro football player was crushed after injury and he found himself with less than $7 in his pocket. Through these trials, he says he knows first-hand there is something that lives in each one of us that helps defy doubt, failure or circumstance.
Credits
Client Under Armour
Agency Droga5 NY
Creative Chairman David Droga
Executive Creative Director Felix Richter
Group Creative Director Brandon Pierce
Creative Director Ray Smiling
Sr. Copywriter Becca Pottinger
Copywriter Stephen Shocket
Sr. Art Director Sam McCluskey
Art Director Patrick Horton
Associate Design Director Nate Moore
Sr. Designer Jaymes Barone
Co-Director of Film Production Jesse Brihn
Executive Producer, Film Kyle Wright
Sr. Producer, Film Carole McCarty
Producer, Film Nathan Pardee
Associate Producer, Film Taylor Donaldson
Director of Art Production Cliff Lewis
Music Supervisor Mike Ladman
Business Affairs Manager Daniella Vargas
Co-Head of Strategy Harry Román-Torres
Group Strategy Director Will Davie
Strategist Newman Granger
Head of Communications Strategy Colleen Leddy
Group Communications Strategy Director Dominic Poynter
Sr. Communications Strategist Kathryn Ruocco
Sr. Data Strategist Janet Kim
Junior Data Strategist Greg Berard
Group Account Director Philippa Campbell
Account Director Kate Tyler Monroe
Account Manager Megan Haggerty
Associate Account Manager Abby Vigdor
Senior Project Manager Carolyn Brafman
Counsel Sarah Fox Associate Counsel Zachary Werner
Client Under Armour
CEO & Founder Kevin Plank
President & Chief Operating Officer Patrik Frisk
SVP, Global Brand Management Adrienne Lofton
Chief of Staff to SVP, Brand Management Elise Conway
Sr. Director, Global Brand Management Julian Duncan
Sr. Lead, Global Brand Management Bené Eaton
Campaign Manager, Global Marketing Operations Eleni Polites
Director, Category Marketing - Men’s Train Stephen Perkins
Manager, Category Marketing - Men’s Train Sarah Magnuson
Manager, Category Marketing - Women's Cate Goytisolo
VP, Global Brand Creative Brian Boring
Director, Photography James Michelfelder
Creative Director Kristian Espinosa
Art Director Jason Lehigh
Art Director Nathaniel Grundhauser
Senior Graphic Designer Meg Tiffany
Copywriter Alex Porter
SVP, Digital Marketing, Media Jim Mollica
& Business Development
Sr. Director, Social Media Strategy Jack Daley
Sr. Director, Global Media Kelly McArdle
Director, Integrated Brand Communications Corey Nocco
SVP, Global Communications Diane Pelkey
Director, Global Communications Erin Wendell
VP, Brand Management - Channels & Regions Attica Jacques
VP, North America Marketing Courtney Carlson
Senior Marketing Director, Under Armour Europe Paul Nugent
Marketing Director, Under Armour China Lydia Zhu
Production Company (Will Finds a Way) Superprime
Directors The Malloys
DOP Jody Lee Lipes
Producer William Green
Managing Director Michelle Ross/ Rebecca Skinner
Head of Production Roger Zorovich
Production Company (Athlete Stories) Superprime
Director Nathalie Canguilhem
DOP Adrien Bertolle
Producer John Nguyen
Managing Director Michelle Ross/ Rebecca Skinner
Head of Production Roger Zorovich
Editorial (Will Finds a Way) Cartel
Editor Leo Scott
Assistant Editor Matt Berardi and Josh Lee
Partner/Executive Producer Lauren Bleiweiss
Producer Greer Bratschie
Flame + Colour WAX
Editorial (Athlete Stories) WAX
Editor Eddie Ringer
Assistant Editor Drew Balke
Managing Partner Toni Lipari
Head of Production Evan Kerwood
Flame + Colour WAX
Sound
Mix (Will Finds a Way + Athlete Stories) HUMAN
Mix (Athlete Stories) Sonic Union
