Culture-defining production house Fela has produced a new music video for Under Armour, titled “Armour Up,” directed by Kat Webber.
Timed to the FIFA Women’s World Cup, premiering on July 20th, the music video has the intensity of a sports campaign, igniting the imagination with its impact. Gavlyn, a rapper from the US, and Nadia Rose, a rapper from the UK, team up on this original track to represent their respective athletes, Kelley O’Hara and Alex Greenwood, as their rap battle begins. The entire film suggests soccer is as much a mental game as a physical one, showcasing the discipline, strength, tenacity, and unwavering fortitude needed.
“The intention was to create a film that inspires the next generation,” said Webber. “Teaming up with Under Armour, we wanted to capture the individuality of each athlete and artist, while collectively capturing the essence of the female force.
Although Kelley and Alex are being pitted head-to-head in a battle-style song structure, there is also an underlying element of community, collectivity, mutual respect, support, and kinship that unite these women, even during competition. They have a shared legacy that they aim to leave in their wake – to empower the next generation of females.” Watch below:
REELated:
Webber concluded, “As a filmmaker my mission is to amplify the female gaze and celebrate the female experience, so this truly was a dream project. We worked with an all-female key creative team from LA to New York to Manchester, to celebrate these women who are changing the game.”
CREDITS:
CLIENT: UNDER ARMOUR
- Director Global Production: Erin Kahle
- Global Content Production: Emily Bois
- Global Creative Director: Alex Bardoff
- Global Marketing: Angela Sikes
- Lead Project Manager: Meagan Perkins
- Global Music & Brand Partnerships: Brenden Miller
- Under Armour Producer: Dean Young
AGENCY: ZMBZ
- Head of Integrated Production: Kara Pierce
- Senior Integrated Producer: Alex De Santis
- Chief Creative Officer: Gavin Lester
- Group Creative Director: Matt Sherman
- Associate Creative Director: Andy Holderman
- Associate Creative Director: Jamie Kiersted
- Senior Writer: Alexa Thomas
- Senior Art Director: Alayna Zidek
PRODUCTION COMPANY: FELA
- Director: Kat Webber
- Creative Director/ECD: Karena Evans
- Executive Producer: Taj Critchlow
- Executive Producer/Producer: Fuliane Petikyan
- COO: Dean Rosen
- Head of Production: Amir Karimi
- Integrated Producer: Mikayla Fasullo
- Operations Manager: Olivia Swayze
PRODUCTION COMPANY: LUTI MEDIA
- Executive Producer: Luti Fagbenle
- Head of Production: Linah Bensadok
- Producer: James Cross
- Producer: Lewis Nicholson
- Line Producer: Vanessa Mc Donnell
- Production Manager: Izzie Bulley
