Under Armour’s most recent campaign explores what serious athletes have long known, the true challenge is training what’s under the armour. Physical toughness is a given but true champions, regardless of the venue, are those who establish a mental dominance over themselves that exceeds the challenge of other competitors. The Michael Phelps “Under the Armour” installment features the world’s most successful Olympic athlete exhibiting his skill while relating the importance of mind over body. There’s a concept that exceeds the realm of sports here, as the world has come to understand during the pandemic. The necessity of recalibrating the physical and mental in order to persevere is a skill so many of us have become aware of. This extends even to the creation of this commercial itself, a fact to which line producer Jeff Pangman can attest. With more than two decades of success in the world of commercial production, Jeff was forced during Covid to reinvent ways of conducting his job and the interaction that took place for the creation of ads like “Under the Armour.” Proof of how successful these efforts were can be found in the commercial’s recognitions such as being included in the Top 10 at the Berlin Commercial Awards among others.
The commercials created for this campaign are as astounding a display of skill and accomplishment as the feats of the athletes they feature. In addition to Phelps, a number of the world’s leading athletes were presented in “Under the Armour” in the environments they are known for conquering. These athletes give a glimpse into the story behind their success that everyone knows so well. The narrative behind the making of “Under the Armour” is that of a team of international professionals who created these adverts during the heart of the Covid lockdown. This was a time of uncertainty when fear was at its apex. The artists involved in this project found solace in focusing on work and whatever new and challenging situations that came along with it. Production crews and athletes of “Under the Armour” convened in Washington D.C, Phoenix, AZ, London, UK and Beijing, China. Even with decades of work in the industry on campaigns for major brands, Jeff Pangman found himself tested in ways he never imagined. He describes, “With such a long career in the industry, I have encountered many different types of projects and clients, which has given me the ability to adapt to different situations and find creative solutions to challenges that arise during the production process. I saw filming during a Pandemic as another challenge I could overcome. The health and safety of the cast and crew were the absolutely most important thing. I had to implement strict protocols to reduce the risk of transmission on set. This included regular testing, wearing masks and other personal protective equipment, and maintaining social distancing. Regulations and guidelines around Covid-19 were constantly changing and we had to stay up-to-date with the latest requirements, adjusting our plans accordingly. I had to find creative solutions to maintain production quality while adhering to Covid-19 guidelines. This included using virtual technologies and limiting the number of people on set.”
Watching Michael Phelps in action, one cannot deny that he has taken his natural attributes and maximized them to achieve a new level in the sport. Witnessing his greatness is not about becoming Michael Phelps, or any of the other remarkable athletes presented in this campaign, it’s about achieving your own greatness in spite of the obstacles that you and the world may experience. Even though they work in completely different situations, Jeff Pangman can relate on a deep level with Phelps because he’s taken that challenge to remain steadfast when everything around him says to stop. Pangman concurs, “Watching Michaels mental toughness on camera was impressive. Known for his ability to perform under pressure and in high-stress situations. Knowing his strong competitive drive and a laser-like focus was a marvel to behold as we asked him to hit marks without fail, over and over. He blocks out distractions and stays focused on his goals with ease. I was also able to remain focused on the production and not be hindered by external distractions, allowing me to make decisions quickly and decisively to keep the production on track. It was a pleasure for me to cross paths with Michael as he is someone who has used his platform to raise awareness about mental health and has become an inspiring figure for many people. Michael used his success to give back to his community and to support causes that are important to him. The fact that he has leveraged his success to empower others, that is deeply inspiring to me.”