LOS ANGELES — Creative & digital agency We Are Royale recently partnered with Under Armour to create a hero film for the brand’s HOVR line of shoes. The footwear features new proprietary foam technology. Under Armour launched the “zero-gravity feel” shoes on February 1st. In addition to the unique material, the shoes let users track their runs via the updated MapMyRun 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 sprint and leap 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 visualize 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.