“Unlike Any”, is a campaign that honors the incredible feats of female athleticism in the purest sense, by showcasing women who are beyond compare, elevating them to where they belong ‐ above gender roles, above labels, and above comparison.
The campaign pays tribute to these athletes by pairing each with accomplished spoken word artists and lyricists, such as Saul Williams, Kojey Radical and Aja Monet to craft poems unique to each athlete’s story.
The five films feature the following Under Armour athletes: Misty Copeland, Principal Ballerina; Jessie Graff, Stunt Woman; Alison Desir, Harlem Run Founder; Natasha Hastings, World Champion Sprinter; Zoe Zhang, Actress & Taekwondo Black Belt.
In these films, the camera is at the mercy of the athlete, never still, but constantly rotating and flowing with the poetry – where we are invited to watch with a sense of poetic reality.
Each hero film has its own unique length sound design and music to highlight each woman’s individual performance, and while these five films serve as the backbone, the campaign was designed for social from the start. Over 300 unique assets for social have been created in order to highlight the many new products and technologies in Under Armour’s FW17 collection.
Directed by Georgia Hudson