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UNDER ARMOUR PHELPS

DROGA5, New York / UNDER ARMOUR / 2016

Awards:

Gold Cannes Lions
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Film

Overview

Credits

Overview

BriefExplanation

This film is a last goodbye for an Olympic great—a personal story used to tell a bigger brand message.

The film lets us see exactly what Michael Phelps has built his legacy on: a lifetime of going dark and becoming invisible, both literally and metaphorically—a lifetime of training in the relentless pursuit of sporting greatness.

The film is split between an honest portrayal of his psychological and physical journey—cupping, Graston treatments, oxygen chambers, being sick. This is juxtaposed with a shot of an infinite pool as a backbone throughout, which represents his endless pursuit of going dark and becoming invisible to the outside world as he makes his own pilgrimage to his own mecca—the Olympics.

The film work towards the brand message “It’s what you do in the dark that puts you in the light.”

EntrySummary

In 2012, Michael Phelps, the greatest Olympian of all time, retired from swimming with 18 gold medals to his name. He retired at the top—the most decorated athlete, in any era, across any sport. What followed was a year of public slip-ups, DUI charges and other misdemeanors.

In 2014 he announced he was coming back out of retirement—something he didn’t need to do—putting his legacy on the line to go for gold again.

This is his final farewell to his triumphant yet turbulent career.

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