Under Armour – Forever Is Made Now

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Anthony Joshua is determined to be a third time World Champion, and that dream is made today, with the battle in front of him. This innovative film promotes Under Armour’s just-renewed partnership with the heavyweight boxer, who will have one of the biggest fights of his career against Francis Ngannou this month. The theme of fading, time and sand reflects Johnson’s career & legacy, but also the iconic location of the fight in Saudi Arabia. <br/><br/> Tool created a custom AI pipeline that was used to generate images, videos, motion graphics, stylize pre-existing live action footage and create the VO narration to capture the ferocious intensity of Joshua’s dedication to boxing. Because Joshua’s prep for a major upcoming fight, the team was given permission to use Joshua’s image and voice, creating a first-of-its kind opportunity to create a campaign without a traditional, in-person production.