Under Armour Film Under Armour Searches for Undeniable School Spirit by Red Tettemer O'Connell + Partners

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Under Armour Searches for Undeniable School Spirit

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Industry Clothing
Media Film
Market United States
Agency Red Tettemer O'Connell + Partners
Executive Creative Director Steve O’Connell
Producer Joe Mosca
Editor Vic Carreno
Released October 2012

Credits & Description

Building on last year’s success, Under Armour is re-launching their massive user-generated-content competition for US high schools called “Finding Undeniable.” Red Tettemer + Partners are behind the concept, creative and development of the program.
Finding Undeniable is a gauntlet of challenges that schools have to complete by uploading video and photo proof. Last year, the challenges ranged from recording an original cheer to getting the mayor to speak to scoring shout-outs from professional athletes and dozens more. The content became vivid portraits of each high school’s heart and determination and generated hundreds of thousands of online votes. In the process, Finding Undeniable Facebook pages garnered 60,000 Likes.
This year, Finding Undeniable will activate high schools and their communities across the US and Canada completing new challenges, rallying supporters, scoring points and earning badges with unique content that speaks to the Under Armour brand. Each school’s page will become a living scrapbook of that particular school’s Undeniable spirit. The winning school will be awarded $140k worth of uniforms, footwear and accessories to outfit their athletic teams and will join Under Armour’s elite roster of schools.
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
Creative Directors: Todd Taylor, Joey Crawford
Developers: Aaron Grando, Ryan Epp
Account Executive: Uri Weingarten, Perry Morris, Doug Keith
Photographer/Designer: Todd Taylor
Production Company: Red Tettemer + Partners & Got to Get It Films
DP: Chong Pak
Editing House: Red Tettemer + Partners
Editor: Vic Carreno
Producer: Joe Mosca
Music House: Red Tettemer + Partners