FILM CRAFT - INTERNATIONAL
Cinematography (2026)
2026
FILM CRAFT
- INTERNATIONAL
(Cinematography)
Be The Problem - Under Armour
Silver
| Title: | Be The Problem |
|---|---|
| Brand: | Under Armour |
| Production Company: | ProdCo |
| Entrant Company: | ProdCo United Kingdom |
| Director: | Leigh Powis |
| Agency: | Uncommon Creative Studio |
| Editor: | Joseph Tayloe |
| Agency Producer: | Jessie Gammell |
| Client: | Under Armour |
| Post Production Company: | Time Based Arts |
| Production Company Producer: | Polly Du Plessis |
| Creative Director: | Matteo Galinelli |
| Copywriter: | Jacob Kedge |
| Art Director: | Ben Pritchard |
| Sound Engineer: | Sam Ashwell, Jake Ashwell |
| Account Director: | Sam Dempsey |
| Casting: | Nicci Topping Casting (London), Road Casting (London) |
| Music: | Mr Pape |
| Sound Studio: | 750 mph |
| Notes: | The cinematography of “Be the Problem” is defined by precision in service of chaos—a paradox that fuels its visual power. The camera acts as both observer and provocateur, shifting between intimate handheld immediacy and sweeping, destabilized motion. A standout innovation lies in custom-built rigs, including a camera island that jolts through a stadium, simulating the disorienting rhythm of competition. Shooting handheld on a 1000mm lens creates a voyeuristic tension, framing players with almost forensic objectivity. These long-lens shots, combined with motion-activated setups, evoke the detached gaze of security footage or nature documentaries—immersing the viewer inside the psyche of performance without glamourizing it. Textures oscillate between slick rain-soaked surfaces and muted stadium grit, while lighting alternates from cold, clinical whites to brooding shadows, reflecting the thematic duality of order versus disruption. Every compositional choice amplifies the narrative without drawing attention to itself. The lensing, the movement, and the raw tactility of each frame form a visual language that feels unfiltered yet meticulously orchestrated—perfectly aligning with the brand’s mandate to challenge patterns and expectations. |
JPG
MOV
1m:30s
MP4
1m:20s
