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Unlike Any

basics
Industry: Apparel, Clothing & Footwear
Media:TV & Cinema
Market:United States
Style: Minimalism
descriptioncnen
EntrySummary
Women in sports are achieving things that have never been seen before, but their success is undermined in comparison to their male counterparts. Nowhere was this more evident than in the 2016 Rio Olympics, where female athletes like Simone Biles were called “like a female Kobe Bryant,” while Katie Ledecky was labeled “a female Michael Phelps.” “Unlike Any” is a campaign for Under Armour Women’s that celebrates modern female athletes for their extraordinary abilities. In collaboration with lyricists and spoken-word artists, we pay tribute to six groundbreaking women, like Misty Copeland and Natasha Hasting, and their stories. The campaign aims to break the increasingly familiar construct of empowerment campaigns that only recognize women through the lens of struggle, and to give female athletes the reverence they deserve.
BriefExplanation
In this film, we see World Champion Sprinter Natasha Hastings battle and overcome her own self doubt. As poet and spoken-word artist Dominique Christina places us in the mind of the athlete, we watch her catapult into bullet speed. The camera weaves around and attempts to keep up with her running, while Christina’s words depict and celebrate her story. The film is set in a vast, deserted landscape, where we see the athlete crouched in a sea of sand dunes. At first, the athlete seems to be in a pensive trance amidst the isolation, but as she erupts into a sprint, she proves her only competition is her own shadow.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film
Online > Consumer Durables
The One Show 2018
Merit Moving Image Craft
Craft - Writing / Campaign
The One Show 2018
Merit Moving Image Craft
Craft - Direction / Campaign
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