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Droga5 Inspires for Under Armour

Droga5 takes Under Armour in a different direction with a new campaign called “I Will What I Want” aimed at women, starring Misty Copeland, a soloist with the American Ballet Theatre.

The spot opens with a young girl reading a rejection letter from a ballet academy over a sparse piano track as we see Copeland, poised on her taut ankles in a practice room. “…You lack the right feet, Achilles tendons, turnout, torso length and bust,” reads the girl. “You have the wrong body for ballet. And at 13, you are too old to be considered.” At this point, the soundtrack is set in motion and Copeland springs to life, twirling and gliding across the stage decked out in Under Armour. It is not until the conclusion of the 60-second spot that Copeland’s identity is revealed, her ultimate triumph over adversity implied.

Copeland, who is only the third African American soloist in the history of the American Ballet Theatre, told The New York Times “she never received a rejection letter that so starkly enumerated the reasons she was ill suited to be a ballet dancer,” but that “it accurately encapsulated the resistance she had faced throughout her career,” told from the time she was an adolescent that she had “the wrong body type” for ballet.

We see a lot of ads aim to be inspirational, but seldom do they succeed like “I Will What I Want,” which, unlike most spots with similar ambitions, doesn’t come across as forced or hokey. Coming from Under Armour, it’s an unexpected and refreshing new direction. Along with the broadcast spot, the campaign also includes digital and outdoor components, featuring Olympic skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O’Hara in addition to Copeland. Stick around for credits after the jump.

Credits:

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Director: John McKelvey

Creative Director: Hannes Ciatti

Creative Director: Karen Land

Creative Director: Casey Rand

Art Director: Alexander Nowak

Copywriter: Felix Ritcher

Chief Creation Officer: Sally­Ann Dale

Head of Broadcast Production: Ben Davies

Group Brand Strategy Director: Donny Jensen

Brand Strategy Director: Zach Foster

Senior Communications Strategist: Alex Kniess

Group Account Director: Julian Cheevers

Account Director: Lauren Smith

Account Manager: Scott Sullivan

Client: Under Armour

SVP, Women’s Executive Creative Director: Leanne Fremar

VP, Women’s Marketing: Heidi Sandreuter

Women’s Brand Manager: Kemeryn Stanhouse

 

Production Company: Reset Content

Director: Johnny Green

Director of Photography: Kasper Tuxen

Executive Producer: Jeff MacDougall

Executive Producer: Dave Morrison

Producer: Bettina Schneider

 

Editorial: Trim Editors via Cosmo Street Editorial

Editor: Tom Lindsay

Assistant Editor: Mark Potter

Producer: Anne Lai

Post Production: The Mill

Executive Producer: Sean Costelloe

Producer: Alex Fitzgerald

Colorist: Fergus McCall

2D Lead Artist: Richard Lyons

3D Lead Artist: Christian Neilson

Music: Q Department

Sound: Sonic Union

David Papa

Rob McIver

Photographer: Carlos Serrao

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