Gisele Bündchen Stars in Droga5’s Latest for Under Armour

By Erik Oster 

When Under Armour signed Brazilian supermodel Gisele Bündchen for an advertising contract, she received quite a bit of criticism over social channels.

In the latest from Droga5’s “I Will What I Want” campaign, quotes from these social media critics are shown in the background (along with some support) as Bündchen tunes it all out and proceeds to kick and punch a heavy bag. She looks more like an athlete than a model in the spot, proving she has abilities beyond the runway. Her kung fu and yoga moves are also on display at — set to the backdrop of more real social media comments. While Gisele may have seemed like an odd choice for Under Armour, the collaboration works, even if it lacks the same narrative power as the campaign’s previous spot with Misty Copeland.


“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what its like living in the public eye,” Droga5 Creative Director John McKelvey explained to Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message.”


Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Director: John McKelvey

Creative Director: Hannes Ciatti

Copywriter: Felix Richter

Art Director: Alexander Nowak

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Executive Broadcast Producer: Matt Nowak

Associate Broadcast Producer: Goldie Robbens

Executive Interactive Producer: Justin Durazzo

Associate Interactive Producer: Ian Graetzer

User Experience Director: Daniel Perlin

Senior User Experience Designer: Lily Cho

Head of Design: Rich Greco

Digital Designer: Devin Croda

Executive Director of Technology Director: David Justus

Technology Lead: Joachim Do

Group Brand Strategy Director: Donny Jensen

Brand Strategy Director: Zach Foster

Digital Strategist: Candice Chen

Communications Strategy Director: Alex Kniess

Group Account Director: Julian Cheevers

Account Director: Lauren Smith

Account Manager: Scott Sullivan

Client: Under Armour

SVP, Women’s Executive Creative Director: Leanne Fremar

VP, Women’s Marketing: Heidi Sandreuter

Women’s Brand Manager: Kameryn Stanhouse

Guidance Counsel: Meredith Chase

Broadcast Production Company: Smuggler

Director: Jaron Albertin

DOP: Andrij Parekh

Partner: Patrick Milling Smith

Partner: Brian Carmody

Executive Producer: Allison Kunzman

Producer: Andy Coverdale

Editorial: Work Editorial

Editor: Ben Jordan

Assistant Editor: Trevor Myers

Executive Producer: Erica Thompson

Producer: Sari Resnick

Post Production: The Mill

Head of Production: Sean Costelloe

Head of CG: Vince Baertsoen

Producer: Alex Fitzgerald

Colorist: Fergus McCall

Flame: Aron Baxter

Interactive Production Company: Active Theory

Executive Producer: Nick Mountford

Technical Director: Michael Anthony

Creative Technologist / Designer: Andy Thelander

Interactive Developer: Rachel Smith

Sound: Broadcast Heard City

Interactive: Plan 8