BASIC ACTION SCRIPT (SHORT VERSION) AND V.O
A WOMAN RUNS ALONG A LONG ROAD IN A DESERTED LANDSCAPE.
Extreme Closeups of the shoes, of her arm, her calfs, sweat, heat, her muscles moving as she runs in a straight line.
Suddenly, a man approaches her from behind. We see his shoes and the watch showing his mark. We have a wider shot and we realize that they both are naked, but no nudity is displayed (CGI), they look the same, they run the same. SPEEDING NOW, FASTER!
Now, little by little others sum themselves to the lonely road, they just pop like out of nowhere, black, white, older, younger... diversity... The group leaves the straight road. Their chests rising, their muscles contracting and streching...
They all run together along the wild desert (only with the shoes), like a bunch of wild horses, and get lost in the massive landscape.
TITLE: UNDER ARMOUR #BETTER US
forget about marks, 4 sec
just run, 2 sec
forget about barriers, 5 sec
about borders, 4 sec
just run, 2 sec
forget about nations, 4 sec
about distance, 4 sec
just run. 2 sec
Push harder, 2 sec
feel the groove, 3 sec
live the real power / that comes from within, 8 sec
Just run, 2 sec
unleash your spirit, 3 sec
let it speed in company, 4 sec
improve yourself, 3 sec
improve the whole 3 sec
Just run! 2 sec
and let us do the rest 3 sec
Under Armour Connected
TRACK, ANALYZE, CONNECT
#BETTERUS 4 sec
COPY - SUMMARY:
Running Connected means access to a plethora of stats on your performance. So you can push yourself to make your best time, every time. You can sweat, but don’t sweat the metrics – Under Armour will do the recordkeeping. The shoe may be your “tracker,” or your “coach,” or your “pacer” or your “map”… No matter your running lifestyle, the digital experience is adaptable to you.
The Under Armour suite of mobile technology including UA Record, MapMyRun, Endomondo, and MyFitnessPal are helping runners everywhere tap into a new movement of connection and motivating runners everywhere to not just be better, but also to be a #BetterUs.
Now Under Armour is introducing the smartest sneaker ever, designed to unlock information, unleash inspiration and empower innovation. These shoes have a sensor embedded in the shoe that syncs with the MapMyRun app to provide you with the data you care about most to manage and improve your performance. With cutting edge technology and a vertical jump test built right into your sole, you’ll always have an optimized training plan at your fingertips.
Style and Tone: Aside from featuring their Connected Footwear, this project should have a sharply defined style and tone.
If we had to describe the emotions we are looking to evoke, we’d go with badass, real, raw, energetic and empowered. Show UA Connected Footwear in a way that would excite and entice runners to get connected with other runners and themselves?
--Key Marketing Messages:
• Under Armour exists to help empower everyone to unleash their greatness. Every Under Armour product and experience is doing something for you; it’s making you better.
• By helping runners stay disciplined, we unlock experiences that lead to personal and collective empowerment.
--Target Audience: Active runners, 18-34. They run as part of a group and also mix up their fitness routine with other things beyond running.
--Executional Mandatories: Seven (7) Videos - one (1) :60 & six (6) :15-:30’s - Ten (10) Hi-Res still images & one (1) 2D end-card per project. --Tone : Passionate, irreverent, badass, energetic & empowered
--Style: Human, First-Person, Raw, Real. Made by… and for… runners.
--Exposure: Instagram, Facebook, YouTube
--What viewers should takeaways after viewing videos:
• Emotion & Product
• Empowering Product Features
• Information & Inspiration
--Things to Avoid: Tech-focused Videos, tech jargon. Being another tech wearable.