New York-based agency Droga5 has created a new ad for American sports brand Under Armour, featuring Olympic swimmer Michael Phelps. Part of the brand’s ongoing Rule Yourself campaign, the ad is driven by its strapline: “It’s what you do in the dark, that puts you in the light” and uses Phelps’ last Olympic push at the Rio games this year to demonstrate this notion.
The ad plays out Phelps’ training regimen and sees him swimming, weight training, carb loading, taking ice baths and battling through. The film is interspersed with more poignant shots to show the mental strength it also takes.
The ad follows a similar format to previous spots for Under Armour’s campaign, which have featured footballer Memphis Depay and the US women’s gymnastics team.
- Manshen Lo creates surreal, comic-inspired observational illustrations
- “To me, being a man just means being yourself”: five creatives share their thoughts on masculinity
- Hexatope: the web-app utilising computational arts to make personalised jewellery
- Lucy Hardcastle on her “most progressive film to date”
- Moby Digg creates grid-based identity for finance company Baugeld Spezialisten
- Typography and National Socialism – the journey of Futura in an era of "reactionary modernity"
- Peter Funch has photographed the same people on the same street for nine years
- DBLG and Animade’s cheeky stop-motion animation uses human skin and 3D stamps
- “It needed to be functional, a workhorse”: Arket’s in-house team on its brand identity
- Get to know the fluid work of graphic designer, Steffen Hotel
- Fukt magazine presents the erotic drawings of David Shrigley, Tracy Emin and many more
- Poster Girls, an exhibition of 150 female graphic designers opens at London Transport Museum