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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 witness a unique dance solo performed by Principal Ballerina Misty Copeland, as we hear rapper and spoken-word artist Saul Williams pay tribute to her story with a dedicated ode. As the camera gracefully twirls and pivots its way around Copeland, Williams’ poetry depicts the athlete’s journey in becoming the world’s first African American principal dancer in the American Ballet Theater. The film takes place in a desolate theater, and as we see the athlete perform for a missing audience, we begin to grasp a deeper, symbolic understanding of her journey: in order to achieve what she has, Copeland had to first modernize a sport whose traditions weren’t written to include her.
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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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