Shilo: Under Armour “ColdGear, Lindsey Vonn + Dick’s”

SHILO_UA

The creative forces of Shilo strike again, this time to simulate extreme cold weather conditions for Under Armour, with Dicks Sporting Goods as the testing grounds.

With the goal of promoting Under Armour’s ColdGear product line, Shilo enlisted the talents of its growing creative arm, We Make It Good, and its creative director, Clayton Vomero, who co-wrote the spot’s script with Shilo Creative Director Andre Stringer.

Stringer and Vomero built a narrative around a Cold Abuse Simulator, which tests ColdGear under harsh downhill ski racing conditions. Two-time World Cup champion Lindsey Vonn, one of the most successful American ski racers in history, was enlisted as the ultimate test subject.

Co-Creative Director Noah Conopask was faced with the challenge to create the action of Vonn facing the Cold Abuse Simulator and make it as realistic as possible.  Noah and crew found a factory location in Los Angeles and worked with Vonn for two days, filming her on a jostling rig before a giant apparatus that simulated the conditions she’d face on the mountain.

Seemless vfx integration and a solid storyline makes this a campaign to keeps your eyes on. Be sure to check out the making of video via the ski channel, as well as more behind the scenes production stills, courtesy of NBC Olympics.

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  • von pixel

    So- I love Shilo.

    But beyond just looking nice- I thought this spot was a bit boring. I have seen it before it was posted here- and I literally had to click on it to remember what happened in it. Unusually generic for these guys.

    Reminded me of those 5 Gum spots.

  • Technically fucking brilliant. It might be missing some whimsical “motion energy”, but I’m really impressed by the level of craft by these guys here.

  • You can’t argue with how nicely its executed. Great work!
    It seems like a Digital Domain VFX piece more than something I’d ever think Shilo did, but thats not a bad thing. I think its rad that a “mograph studio” has the chops to produce something this clean,

  • brianwalsh.nyc

    I suppose this might be the wrong forum for a Lindsey Vonn + Dick joke? teehee…

  • HerroHeo

    now only if Dick’s can spend some cash on rebranding…

  • What Shilo was needed here for? Toothless spot, YET perfectly executed. Waste of great talent, I hope they at least got paid well.

Shilo: Under Armour “ColdGear, Lindsey Vonn + Dick’s”

[qt:http://motionograph.wpengine.com/wp-content/uploads/2009/11/uacg30hd_h264.mov 986 555]

Credits
Project Title: Under Armour “ColdGear, Lindsey Vonn + Dick’s”
Length: :30
Debut Date: Nov. 6, 2009
Film Location: Filmed on location in Los Angeles.

Client: Under Armour
Senior VP Brand: Steve Battista
Creative Director: Brian Boring
Strategic Marketing Manager: Emily Johnson
Art Director, Interactive: Nathan Shriver

Ideation: We Make It Good
Writers: Andre Stringer, Clayton Vomero

Director: Shilo
Production Company: Shilo
Creative Director: Andre Stringer
Associate Creative Director: Noah Conopask
Lead Artist and CG Supervisor: Tamir Sapir
Director of Photography: Martin Ahlgren
Compositing: Joel Voelker, Miguel Bautista, Tamir Sapir
3D Animation: Erik Lee
3D Lighting and VFX TD: Warren Heimall, Joji Tsuruga, Tamir Sapir
3D Modeling: Youngmin Kim, Jiyoung Yoo
3D Texturing: Jiyoung Yoo, Billy Jang
3D Tracking: Eric Epstein
Storyboard Artist: Fred Fassberger
Matte Painting: Rodeo FX, Helen Kim
Roto Artists: Jihyae Ham, Carlos Rosario, Helen Kim
Editor: Nate Caswell
Assistant Editor: Hedia Maron
Producer: Mariya Shikher
Line Producer: Chris Palladino
Head of Production: Julie Shevach
Executive Producer: Tracy Chandler

Music Company: Echolab
Composer, Sound Designer: Gavin Little

VO Recording and Mix Company: SoundLounge
VO Recording and Final Mix: Peter Buccellato

VO Talent: Debra Bond, Mark Jones

About the author

Justin Cone

/ justincone.com

Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog.

Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.

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