Under Armour “I Will”

Director André Stringer | Production Co. RESET

“I Will” is an epic and emotional ad for the sports brand Under Armour which features famous athletes doing what they do best. Through dramatic narratives, director André Stringer from the production company RESET, shows us the human side of the characters, how they developed thanks to their will and the support of their sponsor.

This spot was shot in several countries, Mexico being one of them, as one of the featured stars is Mexican boxer Canelo Álvarez. Shot with a documentary approach, we traveled to the city of Guadalajara, Canelo’s hometown, to shoot real situations in real locations. We had the opportunity to witness Canelo training with José “Chepo” Reynoso, his real trainer, in the real gym he trained to become the athlete he is today. It was great meeting Canelo and “Chepo”, who besides forging world champions, encourages kids with few opportunities to make a living out of box.

Thank you RESET for making us part of this inspiring project, it was great working with André for the first time!

Behind The Scenes