Shilo: Under Armour “ColdGear, Lindsey Vonn + Dick’s”
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.
Thursday, November 19th 2009 at 12:09 pm |
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.
Thursday, November 19th 2009 at 1:12 pm |
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.
Thursday, November 19th 2009 at 1:21 pm |
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,
Thursday, November 19th 2009 at 2:50 pm |
I suppose this might be the wrong forum for a Lindsey Vonn + Dick joke? teehee…
Friday, November 20th 2009 at 5:05 pm |
now only if Dick’s can spend some cash on rebranding…
Sunday, November 22nd 2009 at 8:14 am |
What Shilo was needed here for? Toothless spot, YET perfectly executed. Waste of great talent, I hope they at least got paid well.