Under Armour and Shilo Launch Fastest Generation of Football Cleats with Cinematic HD Spot

Under Armour, the originator of performance apparel, footwear and accessories teamed up with the filmmakers from creative production company Shilo to debut the company's latest artistic brand film, "Fierce Speed." The creative collaboration between Shilo and Under Armour introduces the fastest generation of football cleats, the UA Fierce, through a high paced :30 spot.

"Fierce Speed" represents a dramatic fusion of football, space-age technology and science-fiction.

The spot's original score, courtesy of Gavin Little of Echolab, enhances the futuristic theme by weaving the familiar sounds of a football game with the supersonic frequencies of sound-waves, creating a cinematic feast for the eyes, ears, and mind.

The new project reunited Under Armour creative director, Marcus Stephens and art director Brian Boring with Shilo co-founder and creative director Andre Stringer and ACD Noah Conopask.

Shilo also recruited the skills of 3D supervisor Chris Fung to produce the spot entirely in CGI, creating the unique look and science-fiction feel that surpasses the quality of live-footage.

The original HD content was ultimately modeled and animated by Shilo's artists using Maya, and After Effects was used for final compositing.