Art-heavy film uses macro photography combined with CGI
Creative & digital agency We Are Royale (Royale) recently partnered with Under Armour to create a hero film for the brand’s HOVR line of shoes featuring new proprietary foam technology. The connected “zero-gravity feel” shoes, which launched in stores and online on February 1st, also lets users track their runs via the updated MapMyRun app without having to charge third-party devices or remember to hit start in a workout app.
The film ushers in the HOVR Phantom and HOVR Sonic running shoes in high-energy fashion. Under city lights, a lively crew of runners sprints and leaps their way through urban obstacles, while macro level visuals of the foam and “Energy Web” technology combine to create the “zero-gravity” feel of HOVR.
Royale conceived the highly art-directed film around the materials that make HOVR unique, leveraging macro photography with CGI effects to visualise the Volatile Foam and Energy Web fabric. For the shoot, they cast a diverse group of athletes from Under Armour’s running team, who were filmed both on-location (for the obstacle course shots) and on green screen to achieve the visual effect of weightlessness.