Under Armour Brings Drug-Free Drama Back to Baseball

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New York Mets base-grabber Jose Reyes makes an appearance in “Instinct Fast,” a new spot for sports label Under Armour.

Put together direct-to-client by Shilo, the piece is sober, slow-moving and taut. Its objective is to promote the Heater lightweight cleat to aficionados of baseball, a word we never hear independently of “steroids” anymore.

Under Armour’s carved a niche for itself as the athletic label with a flair for the theatrical, but bon mots from Shilo creative Noah Conopask suggest the vibe’s infectious: “We wanted it to feel like a battle, where Jose and the pitcher both had their fingers on the trigger. We wanted you to see it in their eyes, in their body language, and we wanted to subtract everything out of the world they were in, no bleachers, no fans, no scoreboard, only the moment…”

Heavy.


Picture of Steve Hall

Steve Hall

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