Like most of us, the lockdown has likely increased your consumption of online content. If you’re a sports fan, you’ve certainly seen a number of ads in Under Armour’s recent “Under the Armour” campaign featuring some of the world’s greatest athletes and their approach for overcoming the mental challenges which accompany athletic excellence. The accolades received by this campaign included being part of the Berlin Commercial Awards “Top 10”, Women’s Health 2021 Fit Tech Award winner for the Performance Academy App, and others. One of the campaign’s most dynamic and exciting ads features two-time former unified world heavyweight champion and Olympic Gold Medalist Pro Boxer Anthony Joshua. Line Producer Jeff Pangman worked remotely from Toronto on this ad as well as others of the “Under the Armour” series. The inspiration that emanates from the visuals and words of the campaign are a product of Joshua’s mindset and the creative skill of Pangman and his collaborators. During Covid, finding the determination and confidence to still bring our best was daunting; Jeff gives insight to how this played out in-front of and behind the camera on this production.
“Under the Armour” resonated with the public because it was built on a foundation of authenticity. Real athletes like Anthony were shown in training scenarios, often alone, and communicating how their mental toughness pushed them over the edge to make them champions. Mr. Joshua’s monologue in particular stresses that his confidence comes from shutting out the distractions of his environment and sharpening his focus. This emphasizes Under Armour’s core values of hard work, determination, and dedication to training. To push one’s self is not enough, being conscious of every moment and every factor, this is what leads to major gains. The visual language of this spot is exceptional in achieving an inspirational and aspirational tone. While the ad opens in an arena with throngs of fans excited to witness Anthony’s skill and prowess, it quickly transitions to the boxing champ working the speed bag and other means of honing his skill in an empty gym.
Due to the fact that this was filmed during the Covid lockdown, stock footage was used rather than a real crowd for the arena scenes. The lockdown also meant Mr. Pangman did his work remotely from Toronto while filming took place in London. Conducting a shoot on zoom at the height of the pandemic was certainly a new experience for Jeff as he imparts, “One of the biggest challenges was figuring out how to shoot scenes while adhering to social distancing guidelines and other safety protocols. This required rethinking how scenes were blocked and filmed. While our audience was stock footage, it was paramount to ensure the safety of cast and crew members for all the other scenes while continuing to produce at a high-quality. Coordinating feedback during the dialogue driven moments in the ring was also a challenge to overcome so effective communication was essential. Despite the physical distance, I had to find ways to build a strong team culture and foster a sense of camaraderie among remote team members.” Perhaps there’s some unifying thread in the universe that aligns elements at the perfect moment. While the message Under Armour wanted to illuminate is one of demanding the best of yourself without excuses, the team creating this very commercial was reinventing the means by which an entire industry would sustain itself. Zoom, Facetime, and Skype became the tools that allowed Jeff Pangman to coordinate his team an ocean away while the world was secluded due to the pandemic. Though it demanded a learning curve and may have been cumbersome, this approach would allow the creation of the same extraordinary level of work that Jeff and his fellow collaborators have built long careers upon. Some of us paused during Covid and some of us pivoted. For his part, Jeff Pangman found comfort in spite of a somewhat encumbered process. He remarks, “With many people stuck at home during the pandemic, it was a wonderful change to be able to experience in real-time that feeling of comradery you get on a film set. The long hours and at times intense pressure created a sense of bonding. We spent a lot of time together, often under stressful conditions, which I think lead to close friendships and a feeling of shared experience. There was a sense of mutual respect and admiration among the crew as we witnessed each other’s skills and creativity in action.”