under armour_tt v4

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NARRATIVE The Steph Smile is taking over the NBA, the world, and even your local masonry. It would be terrifying... if that smile just wasn’t so damned charming. Each spot takes on the same formula, ending with the SC 4s on full display along with our sly, “Oh I didn’t even realize I was beating you by 30 I’m just having such a good time” grin. He knows what he’s doing. And we love him for it. For our openings seconds each film feels like the standard spot for a local business, that is destined to fail. We don’t see anything off until the reveal that Steph is around and also they seem to be making quite a few basketball puns. Then the shoes. 12
Poor Cleveland. First you lose to Golden State. Then you lose Kyrie. You know Lebron’s halfway out the door and the coolest dude to call Cleveland home is about to be Drew Carey. Now Steph’s reminding you about all those bricks. At least those uniforms are pretty cool. Take a win when you can get it. We’ll want some extras here to fill out the space. We might have some people operating empty forklifts in the background, still going through the motions even though there isn’t a brick in the building. It also could be fun if some workers are shooting some balled up paper into the trash can, killing time, and of course missing every shot. If only those bricks could turn into real bricks… For a final beat, as our camera lingers on the SC 4s, we might have Mark clear his throat subtly to indicate it’s time to bring the camera up to his face, where we reveal him and Steph smiling. We might also want to linger on that smile a bit too long and we might have another shot of a bored worker putting up a brick, letting out a quiet “Aw, man!” upon his brutal miss. 13
Page 1 and 2: BEHIND THE SMILE TREATMENT BY TERRI
Page 3 and 4: LOOK & FEEL These films are love le
Page 5 and 6: We want our locations to be practic
Page 7 and 8: Our spokesmen might have a little e
Page 9 and 10: Our customers vary in age and ethni
Page 11: HELLA* PRODUCTION VALUE IN THE BAY
Page 15 and 16: Soothing soundtrack. A babbling bro
Page 17 and 18: 17
Page 19 and 20: Earl doesn’t react heavily to the
Page 21 and 22: As we discussed earlier, we want ou
Page 23 and 24: We talked about this a bit on the c
Page 25 and 26: Our spokesman has a bit of Big Texa
Page 27 and 28: 27
Page 29 and 30: 29
Page 31 and 32: THANKS These films are as unique as

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