Cannes Lions

UNDER ARMOUR PROJECT

AGÊNCIACLICK ISOBAR, Sao Paulo / UNDER ARMOUR / 2014

Film

Overview

Entries

Credits

Overview

Description

The UA Project is an experiment held in Brazil to show the development of an athlete driven by an inner voice. This voice, that acts like a coach, pushes and makes the athlete leave all his energy during the training sessions. Throughout the film, we are left with the question of whether the coach is real or just this motivating inner voice. And in the end, we see the result of this will to be better in the athlete’s last race.

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