Under Armour: Will Finds a Way by Droga5

Agency: Droga5
Date: Apr 2018
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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

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