It looks like Under Armour has had just about enough of Nike running away with the marketing lead, and decided to drop a serious spot for their new line of shoes. I really like the graphic treatment over the well treated footage. The edit delivers high intensity that should be present in this type of ad, and the transitions help create a seamless flow throughout.

You may not realize by watching these just how much went into it, or how much was in-camera vs. CG. With that said, ManVsMachine takes us on set for their new “Film4” idents and shows how just about everything was done in camera! This is one project where it seems like nothing was spared, from real cutout typography to firefighters and blowtorches. Watch the 5 ID’s below, and then be sure to check out the making of!

Making Of:

 Film4 / Making Of