Under Armour and Ray Lewis Show a Boy's Hard Road to the NFL

It's Long and it Starts Early.

Published on Jul 18, 2013

Editor's Pick

Director Eliot Rausch -- who many remember from Expedia's TED-awarded spot "Understanding" -- brings us Under Armour's "Ready for August," a long-form story at the heart of the company's new #IWILL campaign. The nearly 5-minute film depicts the day-to-day lives of high school football players and inner-city setting.

The beautifully shot video is made up of moments -- from young men rising early and traveling via train, bicycle and truck carpool to get to practice to scenes of them leaving home lives behind, focusing all of their emotions, aggression, and athleticism into drills. Many train with the fantasy of going pro and making it out of the conditions they were raised in. The locker-room speech voiceover urges them to ask "What makes me different?" A competitive streak and determination helps a player improve and eventually stand out, bringing him a step closer to realizing his dreams, like his idols have done before him.

Under Armour and UBER Content teamed up with retired Baltimore Raven Ray Lewis -- who also provides the voiceover -- whose own story is similar to the one told here, to create the campaign.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Jul 18, 2013
Under Armour
Senior Vice President/Creative:
Steve Battista
Senior Creative Director:
Brian Boring
Executive Producer:
Ray Lewis
Kevin McDermond
Producer Assistant:
Kim Olga
Eliot Rausch
Production Company:
Uber Content
Owner/Executive Producer:
Preston Lee
Owner/Executive Producer:
Phyllis Koenig
Executive Producer:
Steve Wi
Jason Manz
Director, Photography:
Chayse Irvin
Production Designer:
Elizabeth McPhereson
Jacki Roach
Barbara Lacy
Under Armour
Post Producer:
Kevin McDonald
Justin Beckenheimer

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.