In March, Under Armour tapped award-winning director Wes Walker and creative production partner Tool to create a buzz-worthy promotional video for Heavyweight Boxing Champion Anthony Joshua’s renewed partnership with the brand, starring Anthony Joshua … without any access to Anthony Joshua.
The resulting video, “Forever is Made Now,” has gone on to become one of the most discussed pieces of creative to fuse AI into the traditional production model, leveraging new tools and old-school creativity to create a commercial project unlike any before it.
In this session, Under Armour VP, Global Brand Creative Brian Boring, Director Wes Walker, and Tool President Dustin Callif sit down with The Current reporter Ilyse Liffreing to discuss the importance of brands, agencies, directors, and production companies finding ways to incorporate new technologies into their process. Along the way, they’ll share insights from making “Forever is Made Now” and some of the key considerations when integrating AI into the content production pipeline.
The resulting video, “Forever is Made Now,” has gone on to become one of the most discussed pieces of creative to fuse AI into the traditional production model, leveraging new tools and old-school creativity to create a commercial project unlike any before it.
In this session, Under Armour VP, Global Brand Creative Brian Boring, Director Wes Walker, and Tool President Dustin Callif sit down with The Current reporter Ilyse Liffreing to discuss the importance of brands, agencies, directors, and production companies finding ways to incorporate new technologies into their process. Along the way, they’ll share insights from making “Forever is Made Now” and some of the key considerations when integrating AI into the content production pipeline.
Speakers
Key Takeaways
- How to use AI as a tool to enhance human storytelling, not replace it
- Ways that GenAI helped Under Armour rethink its approach to telling athlete stories
- The ins and outs of integrating AI into a content production pipeline
- How technology like AI will impact the advertising industry
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