Film · Real-time Social
Under Armour, I Will What I Want
A film that answered its own critics in real time, Gisele Bündchen moving through her craft while the internet's judgments played out around her.
Under Armour's I Will What I Want asked a simple question: what does belief look like under pressure?
For Gisele Bündchen, a supermodel the world didn't take seriously as an athlete, we surrounded her with the live stream of what people were actually saying about her, projected onto the walls as she trained. Real comments, real doubt, pulled from the internet in real time and turned into the set she performed inside of.
She didn't flinch. The film became a portrait of will over noise, the same idea Under Armour was launching a whole women's line on.
It ran as a film and a live experience, the reactions to the campaign literally feeding back into the campaign itself.
Studio: Droga5, New York
Client: Under Armour
Featuring: Gisele Bündchen
Scope: Film, real-time social experience
Recognition: Cannes Lions Cyber Grand Prix & Webby Award, 2015