I Will What I Want
- Brand:
- Under Armour
- Agency:
- Droga5 New York
2015FilmVideo · YouTube
Timeless principle
Turn opposition into evidence of determination.
The idea
Let Gisele Bündchen train while real social criticism is projected around her in the room.
Why it works
The live comments make public judgment physical, but her focus never breaks. Criticism becomes the environment in which resolve is demonstrated rather than a problem the film must rebut. Under Armour turns scrutiny into fuel for its line.
