BecomingInvisible
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Rule Yourself
It's What You Do in the Dark That Puts You in the Light In the second chapter of Under Armour’s global “Rule Yourself“ campaign, the work comes together around the creative idea: “It’s what you do in the dark that puts you in the light.” The concept speaks to the act of becoming invisible—both literally and metaphorically—with Under Armour’s athletes training single-mindedly, 24/7, in relentless pursuit of athletic greatness. This film is a last goodbye for an Olympic great, a personal story, used to tell a bigger brand message. It lets us see exactly what Michael Phelps has built his legacy on: a lifetime of going dark and becoming invisible, both literally and metaphorically – a lifetime of training in the relentless pursuit of sporting greatness.
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