Uncommon’s ad for Under Armour uses shadow and spotlight to translate the emotional intensity of sport

Uncommon Creative Studio, the studio behind EA Sports rebrand to punchy projects with British Airways, have created a new brand platform for the sportswear company Under Armour called Be The Problem. Reframing what it means to be a “problem” through positive representation of competitiveness and drive, the campaign focuses on European football through a cinematic film fronted by a powerhouse trio: director Leigh Powis, cinematographer Harry Wheeler and none other than musician Tricky.

The film starts off as normal as any other ad, but when the music switches up, you’re immediately transported into a cinematic world. The ad features surreal imagery – water flowing upwards, harsh lights and imaginative on-pitch action, visualising the inner intensity and disruptive impact of athletes. It’s described as a homage to Jonathan Glazer and although its far more intense than the ambient art house sensibility of The Zone Of Interest, its dream-like imagery boasts an emotional intelligence of Jonathan’s advert work in the late 90s.

Tricky’s monologue rallies athletes, sports fans and dreamers alike with his iconic voice. “At their feet, the football is not a toy. It’s a source of control – a tool,” says Tricky. “So in a world of footballers trying to be the solution, what do you do?” Be The Problem suggests that the world has enough heroes and the ad itself feels like a super villain. Dark, sleek, mean – even the athletes appear superpowered as they launch into the air or appear to freeze time.

Harry Wheeler’s previous work with Adidas, New Balance, and even Idles proves that he has a real knack for dynamic camera work – his cinematography wobbles, obscures and whips across action – at times, the POV appears to be under ice, other times beads of sweat rain down on the camera. It all makes the viewer feel physically present and vulnerable rather than an omnipresent and unbiased observer. Stark shadows and beaming spotlights transform reality into personalised inner worlds that revolve solely around sport, putting the viewer into an athlete’s shoes, forcing them to understand the emotional magnitude of what sports can mean.