Following our TV ads showing supermodel Gisele Bundchen working out while real online comments being made about her invade her space, we created a website with a custom engine that scraped the web for comments being made about Gisele. For the first time, the entire social discussion about one person was happening on one website live. Comments were rotoscoped, rendered, and projected instantly, making every view a unique experience.

I WILL WHAT I WANT featuring Gisele made uber-masculine Under Armour a symbol of women’s athletic aspiration, generating 1.5 billion media impressions.

$15 million in earned media

28% increase in sales

4 minutes average engagement time

+42% traffic to UA.com

900% increase in Style and Empowerment score

Under Armour 2014 Marketer of the year by AdAge

UA has overtaken Adidas now second to Nike in the U.S.

Under Armour is a rising star in the sports apparel market, but its uber-masculine image and football heritage had become a polarizing barrier to women. Our brief was to connect with 20- to 35-year-old athletic women by establishing Under Armour as a stylish and empowering brand.

We looked at the larger cultural context of women today and found that they are surrounded by constant pressure. But will, a woman’s inner-strength, gives her the power to overcome all. I WILL WHAT I WANT celebrates women who defy expectations and ignore the noise of outside judgments.

We signed a woman sure to be judged, supermodel Gisele Bündchen. We announced the seemingly unlikely partnership, then used people’s real online comments in our TV ads and a live web experience.