Under Armour Film Under Armour: Julio Jones: UA E39

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Under Armour: Julio Jones: UA E39

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Industry Apparel, Clothing & Footwear
Media Film
Market United States
Production Shilo
Director Andre Stringer
Creative Director Brian Boring
Designer I-Ting Lee
Producer Mariya Shikher
Editor Nathan Caswell
Released April 2011

Credits & Description

Project Title: Under Armour "Julio Jones: UA E39" :60
Length: :60
Debut Date: 4/19/11
Film Location: Detroit, MI

Client: Under Armour
Creative Director: Brian Boring
Senior Vice President - Brand: Steve Battista
Director of Men's Brand Marketing: Brad Charron

Ideation: WMIG
Creative Director: Andre Stringer
Writers: Andre Stringer and Nathan Caswell
Associate Producer: Sheina Dao
Executive Producer: Megan Kelly

Director: Andre Stringer
Production Company: Shilo
Director of Photography: Joe Zizzo
Editor: Nathan Caswell
Assistant Editor: Hedia Maron
Storyboard Artist: Ed Tranquino
3D Artist: Maurice Caicedo
3D Tracking: Matthew Broeska
2D Animator/Compositor: Gabriel Regentin
2D Animator: Stieg Retlin
Designer: I-Ting Lee
Roto: Carlos Rosario, Akira Uchinokura, Adriana Vellejo, Leslie Chung, Djeison Canuto
Producer: Mariya Shikher
Production Coordinator: Sheina Dao
Line Producer: Jeremy Yaches
Head of Production: Julie Shevach
Executive Producer: Megan Kelly

Telecine: Company 3
Colorist: Tom Poole

Composer: Darrin Wiener

Sound Design: Echolab
Sound Designer: Gavin Little

VO Record and Final Mix: Sound Lounge
Mixer: Peter Buccellato

VO Talent: Uch Martin

In March, Under Armour introduced its E39 compression shirt during the NFL Scouting Combine, and Heisman Trophy winning quarterback Cam Newton and Alabama wide receiver Julio Jones are among those who made headlines as their vital stats were assessed in real-time for viewers using this innovative new athletic evaluation improvement tool. At that time, Under Armour released a :30 teaser spot entitled "Julio Jones: UA E39," representing the latest collaborations between Under Armour, director Andre Stringer and his colleagues at Shilo and creative think tank WMIG -- and we promised to share more amazing results from this ongoing creative collaboration.

By featuring Julio's authentic performance -- and Shilo's design-infused storytelling approach, guided by ideation from WMIG -- Under Armour's E39 technology is shown to be a phenomenal new way for athletes to maximize their full potential. In the words of Andre Stringer, "This piece continues our trajectory of pioneering a storytelling technique that mixes both live-action and design at the highest of levels."