Praise in football often goes to the playmakers and strikers, but the true unsung hero of the game is the defender. They work harder than anyone else on the pitch.
Under Armour wanted to change that clichéd narrative. They wanted to shine a light on defenders and celebrate the absolute graft they put into their game. We wanted people to stop talking about the playmakers and the Tikki Takka perfection. We wanted to laude these masters of the dark arts and get the crowd behind the real heros. Because Attack wins games...but defence wins titles.
We created a film that is an ode to defenders - written for Under Armour's self-proclaimed King of the Darkness Toni Rüdiger. A film that tells the tale of our hero battling from the shadows to protect his house. An iconic film that leans into visual metaphors and shows our hero’s drive to win.
Role ︎︎︎ Senior Creative / with Jake Kedge
Agency ︎︎︎ ACE CREATE
Copywriter ︎︎︎ Jake Kedge
ECD ︎︎︎ Rogier de Bruin
Creative Directors ︎︎︎ Dimitri Deneuville & David Diankanguila
Agency Producers ︎︎︎ Elissa Singstock & Kiek Beljaars
Production Company ︎︎︎ ICONOCLAST
Director ︎︎︎ Fleur Fortuné
Photography ︎︎︎ Maik Schuster
Editorial ︎︎︎ Cabin Editing Company
Editor ︎︎︎ Nick Rondeau
Editor Socials & Product ︎︎︎ Victoria Man