Under Armour x Anthony Joshua: Forever Is Made Now
Starhaven is proud to showcase our collaboration with Tool of North America on Under Armour's groundbreaking "Forever Is Made Now" campaign, featuring two-time heavyweight champion boxer Anthony Joshua.
This project marks Under Armour's first-ever AI-driven campaign, directed by the visionary Wes Walker.
Our primary challenge was to create AI-generated visuals that seamlessly integrated with high-quality 3D shots and archival footage of Anthony Joshua. This task pushed the boundaries of current AI video capabilities, which often struggle with maintaining consistency and dynamism in extended sequences.
To overcome these hurdles, Starhaven partnered with art director Aaron Vergult and AI Architect Bjarne Desmet of Inect. Our collaborative approach involved:
- Developing a sophisticated prompting strategy for Midjourney to transform rich moodboards into cohesive cinematic stills.
- Leveraging a combination of cutting-edge tools including Runway, Stable Diffusion, DynamiCrafter, and TouchDesigner to achieve optimal motion quality.
The success of this project hinged on our team's deep understanding of AI's current capabilities and limitations. Rather than overreaching, we positioned AI as a unifying force, seamlessly blending VFX and live footage. This strategic approach resulted in a visually striking and cohesive final product.
While we anticipate future advancements in AI technology to revolutionize the field, our current focus remains on maximizing the potential of available tools. This project exemplifies our commitment to pushing the boundaries of AI in advertising while maintaining the highest standards of visual quality.
We extend our gratitude to Dustin Callif for this opportunity and to the entire team for their exceptional contributions to this landmark campaign.
CREDITS
TOOL
Executive Producer: Dustin Callif
Producer: Jon Kolnoski
Creative Director & Writer: Adam Jason Koppel
Art Director & DP: Rex-Kane Hart
ABYSS | Post-Production
Creative Producer: Shapxo
Post-Producer: Yan Marchenko
Editors: Mykyta Berg & Rex-Kane Hart
Assistant Editor: Saveliy Zhukov
AI TEAM
Lead: Rex-Kan Hart
Creative Strategy: Vincent Buyssens of Starhaven
Art Director: Aaron Vergult
AI Engineer: Bjarne Desmedt
MUSIC
Music Composition: Pvali
Music Supervision & Orchestration: Louise Woodward
Sound: Concret.form
Sound Design & Mix: Raphaël Ajuelos
Sound Editor: Kai Scheer
