Under Armour's Gisele Bundchen Campaign Wins Cyber Grand Prix at Cannes

'I Will What I Want' Combined Video With Real Time Social Comments

Published on Jun 24, 2015

Editor's Pick

Under Armour's integrated effort starring Gisele Bundchen, "I Will What I Want," has won the Cyber Grand Prix at Cannes.

Created out of Droga5, New York, the campaign featured a television spot showing the supermodel pounding away at a heavy bag, as real comments pulled from social media appeared on the walls surrounding her. An online experience, "Will Beats Noise," took that same idea but allowed the audience to view the film with the social media posts as they were happening in real time, creating a new experience with each view.

For more on the jury's deliberations, head over to

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Jun 24, 2015
Droga5 New York
David Droga
Under Armour
Chief Creative Officer:
Ted Royer
Creative Director:
John McKelvey
Creative Director:
Hannes Ciatti
Felix Richter
Art Director:
Alexander Nowak
Chief Creative Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Executive Broadcast Producer:
Matt Nowak
Associate Broadcast Producer:
Goldie Robbens
Executive Interactive Producer:
Justin Durazzo
Associate Interactive Producer:
Ian Graetzer
Matt Badger
User Experience Director:
Daniel Perlin
Senior User Experience Designer:
Lily Cho
Head of Design:
Rich Greco
Senior Digital Designer:
Devin Croda
Executive Director, Technology Director:
David Justus
Technology Lead:
Joachim Do
Group Brand Strategy Director:
Donny Jensen
Brand Strategy:
Zach Foster
Digital Strategist:
Candice Chen
Communications Strategy Director:
Alex Kniess
Group Account Director:
Julian Cheevers
Account Director:
Lauren Smith
Account Manager:
Scott Sullivan
Senior Vice President, Women's Executive Creative Director:
Leanne Fremar
Vice President, Women's Marketing:
Heidi Sandreuter
Women's Brand Manager:
Kameryn Stanhouse
Guidance Counsel:
Meredith Chase
Broadcast Production Company:
Jaron Albertin
Director, Photography:
Andrij Parekh
Patrick Milling Smith
Brian Carmody
Executive Producer:
Allison Kunzman
Andy Coverdale
Work Editorial
Ben Jordan
Assistant Editor:
Trevor Myers
Executive Producer:
Erica Thompson
Sari Resnick
Post Production:
The Mill
Head of Production:
Sean Costelloe
Head of CG:
Vince Baertsoen
Alex Fitzgerald
Fergus McCall
Flame Artist:
Aron Baxter
Interactive Production Company:
Active Theory
Executive Producer:
Nick Mountford
Technical Director:
Michael Anthony
Creative Technologist/Designer:
Andy Thelander
Interactive Developer:
Rachel Smith
Heard City
Interactive Director:
Quality Assurance:
Hook QA

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