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Dwayne ‘The Rock’ Johnson is no stranger to dedication and hard work as an athlete and actor, and in a new campaign for Under Armour, he narrates the stories of others who put their all into their sport to become the best.

The new year-long campaign, ‘Will Finds a Way’ – created in partnership with Droga5 – showcases the importance of hard work, dedication and resilience, highlighting eight athletes who put in the hours to master their skills.

Under Armour sets out to inspire by taking consumers on a motivational journey, and Johnson introduces the stories of: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr; actress and Taekwondo national champion Zoe Zhang; world champion Judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing and gymnastics champion Javon “Wanna” Walton.  

In the anthem spot, Johnson serves as the ultimate motivator, reinforcing that nothing is impossible if you have the will. Johnson uses his life as an example, sharing examples of beating the odds and becoming the person he is today by being the hardest worker in the room.

He notes how he carved a new path for himself when his dream of becoming a pro football player was crushed after injury and he found himself with less than $7 in his pocket. Through these trials, he says he knows first-hand there is something that lives in each one of us that helps defy doubt, failure or circumstance.

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The collection of films, from the anthem to the individual videos highlighting each athlete and their unique stories, was directed by award-winning directors the Malloy brothers and Nathalie Canguilhem of Superprime. From overcoming injury (Zhang), to escaping turmoil and war (Mardini), or battling the constraints of physical disability (Agar), the fast-paced narrative and visual style of the films carry the audience through this collection of inspiring journeys. 

“Under Armour is passionate about driving with a performance lens in all that we do, spreading our core belief that training, along with mental fortitude, and sheer conviction, are the ultimate keys to success,” said Adrienne Lofton, senior vice-president, global brand management, Under Armour.

The brand has a dedicated web page for the campaign and also will feature its content on social and digital platforms with the hashtag #WillFindsAWay. Johnson even promoted it on his own Instagram page.

Dwayne Johnson Instagram
Dwayne Johnson's Instagram post for Under Armor
 
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Droga5: Under Armour 'Will Finds a Way'

Agency: Droga5
Client: Under Armour
Date: April 2018
Dwayne ‘The Rock’ Johnson is no stranger to dedication and hard work as an athlete and actor, and in a new campaign for Under Armour, he narrates the stories of others who put their all into their sport to become the best.
The new year-long campaign, ‘Will Finds a Way’ – created in partnership with Droga5 – showcases the importance of hard work, dedication and resilience, highlighting eight athletes who put in the hours to master their skills. Under Armour sets out to inspire by taking consumers on a motivational journey, and Johnson introduces the stories of: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr.; actress and Taekwondo national champion Zoe Zhang; world champion Judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing and gymnastics champion Javon “Wanna” Walton.  
In the anthem spot, Johnson serves as the ultimate motivator, reinforcing that nothing is impossible if you have the will. Johnson uses his life as an example, sharing examples of beating the odds and becoming the person he is today by being the hardest worker in the room. He notes how he carved a new path for himself when his dream of becoming a pro football player was crushed after injury and he found himself with less than $7 in his pocket. Through these trials, he says he knows first-hand there is something that lives in each one of us that helps defy doubt, failure or circumstance.
Credits:
 
 
 
 
 
Client                                                                          Under Armour
Agency                                                                       Droga5 NY
Creative Chairman                                                      David Droga
Executive Creative Director                                       Felix Richter
Group Creative Director                                             Brandon Pierce
Creative Director                                                        Ray Smiling
Sr. Copywriter                                                             Becca Pottinger
Copywriter                                                                  Stephen Shocket
Sr. Art Director                                                            Sam McCluskey
Art Director                                                                 Patrick Horton
Associate Design Director                                          Nate Moore
Sr. Designer                                                                Jaymes Barone 
Co-Director of Film Production                                   Jesse Brihn 
Executive Producer, Film                                            Kyle Wright 
Sr. Producer, Film                                                       Carole McCarty
Producer, Film                                                            Nathan Pardee 
Associate Producer, Film                                            Taylor Donaldson 
Director of Art Production                                           Cliff Lewis
Music Supervisor                                                        Mike Ladman
Business Affairs Manager                                          Daniella Vargas 
Co-Head of Strategy                                                   Harry Román-Torres 
Group Strategy Director                                             Will Davie
Strategist                                                                     Newman Granger
Head of Communications Strategy                            Colleen Leddy 
Group Communications Strategy Director                 Dominic Poynter 
Sr. Communications Strategist                                   Kathryn Ruocco                                  
Sr. Data Strategist                                                      Janet Kim 
Junior Data Strategist                                                 Greg Berard
Group Account Director                                             Philippa Campbell 
Account Director                                                        Kate Tyler Monroe
Account Manager                                                       Megan Haggerty
Associate Account Manager                                       Abby Vigdor
Senior Project Manager                                              Carolyn Brafman
Counsel                                                                       Sarah Fox                                           Associate Counsel                                                      Zachary Werner
 
 
Client                                                                          Under Armour
CEO & Founder                                                          Kevin Plank        
President & Chief Operating Officer                          Patrik Frisk                                          
SVP, Global Brand Management                               Adrienne Lofton
Chief of Staff to SVP, Brand Management                 Elise Conway
Sr. Director, Global Brand Management                    Julian Duncan
Sr. Lead, Global Brand Management                         Bené Eaton
Campaign Manager, Global Marketing Operations   Eleni Polites
Director, Category Marketing - Men’s Train               Stephen Perkins
Manager, Category Marketing - Men’s Train             Sarah Magnuson
Manager, Category Marketing - Women's                 Cate Goytisolo
VP, Global Brand Creative                                         Brian Boring
Director, Photography                                                James Michelfelder
Creative Director                                                        Kristian Espinosa
Art Director                                                                 Jason Lehigh
Art Director                                                                 Nathaniel Grundhauser
Senior Graphic Designer                                            Meg Tiffany
SVP, Digital Marketing, Media                                   Jim Mollica
& Business Development
Sr. Director, Social Media Strategy                            Jack Daley
Sr. Director, Global Media                                          Kelly McArdle
Director, Integrated Brand Communications              Corey Nocco
SVP, Global Communications                                                Diane Pelkey
Director, Global Communications                               Erin Wendell
VP, Brand Management - Channels & Regions        Attica Jacques
VP, North America Marketing                                     Courtney Carlson
Senior Marketing Director, Under Armour Europe     Paul Nugent
Marketing Director, Under Armour China                   Lydia Zhu
 
Production Company (Will Finds a Way)               Superprime
Directors                                                                     The Malloys
DOP                                                                            Jody Lee Lipes 
Producer                                                                     William Green
Managing Director                                                      Michelle Ross/ Rebecca Skinner
            
Head of Production                                                     Roger Zorovich
 
Production Company (Athlete Stories)                  Superprime
Director                                                                       Nathalie Canguilhem 
DOP                                                                            Adrien Bertolle 
Producer                                                                     John Nguyen
Managing Director                                                      Michelle Ross/ Rebecca Skinner
Head of Production                                                     Roger Zorovich
 
Editorial (Will Finds a Way)                                     Cartel
Editor                                                                           Leo Scott                                 
Assistant Editor                                                           Matt Berardi and Josh Lee
Partner/Executive Producer                                       Lauren Bleiweiss 
Producer                                                                     Greer Bratschie
Flame + Colour                                                           WAX
 
Editorial (Athlete Stories)                                        WAX
Editor                                                                           Eddie Ringer                           
Assistant Editor                                                           Drew Balke
Managing Partner                                                       Toni Lipari
Head of Production                                                     Evan Kerwood 
Flame + Colour                                                           WAX
 
Sound                                                                        
Mix (Will Finds a Way + Athlete Stories)                    HUMAN
Mix (Athlete Stories)                                                  Sonic Union
Tags: United States
 
 
 
 
 
 
 
 
 
 
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