Toby + Laurie

Michael Phelps says his last goodbye.


Client: Under Armour
Agency: Micheal Phelps
Project: 'Rule Yourself'
Year: 2016

In 2016, Under Armour asked us to write a campaign that would overshadow the official sponsors of the Rio Olympic Games, 2016 and tell the world what they were all about. We wrote a campaign that was all about sacrifice and invisibility - centered around a piece of writing:

"It's what you do in the dark, that puts you in the light."

In this film we tell the story of Michael Phelps, the greatest Olympian of all time - the most decorated athlete across any sport. The film tells the story of a man and his sport, of solitude, invisibility and isolation. We spent months talking to Michael to build the story and worked with Martin de Thurah to bring the idea to life.

Phelps crying

Before we released the film we showed it to Phelps and his wife, we secretly filmed his reaction and used this as a teaser for the work to come.

A tribute by Jonny Agar

Jonny Agar, para-athlete remade the whole film in his own vision as a tribute to one of his heroes.