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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 hear rapper-poet Aristophanes challenge the dismissal Chinese actress Zoe Zhang received after coming out of retirement as a martial artist, as we see the distinguished taekwondo black belt prove she’s not one to be overlooked. The camera work mimics her agility and weaves around her as she trains, while the poet’s words reveal that the athlete will not be defeated by her circumstance. The film takes place in an weathered industrial space, and as we see the athlete combatting an invisible opponent, we realize her setting is parabolic to her retirement, the echoes reminding her that she must fight against those who consider her outdated.
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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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