Uncommon’s ad for Under Armour uses shadow and spotlight to translate the emotional intensity of sport

Tricky’s monologue rallies athletes, sports fans and dreamers alike with his iconic voice. “At their feet, the football is not a toy. It’s a source of control – a tool,” says Tricky. “So in a world of footballers trying to be the solution, what do you do?” Be The Problem suggests that the world has enough heroes and the ad itself feels like a super villain. Dark, sleek, mean – even the athletes appear superpowered as they launch into the air or appear to freeze time.

Harry Wheeler’s previous work with Adidas, New Balance, and even Idles proves that he has a real knack for dynamic camera work – his cinematography wobbles, obscures and whips across action – at times, the POV appears to be under ice, other times beads of sweat rain down on the camera. It all makes the viewer feel physically present and vulnerable rather than an omnipresent and unbiased observer. Stark shadows and beaming spotlights transform reality into personalised inner worlds that revolve solely around sport, putting the viewer into an athlete’s shoes, forcing them to understand the emotional magnitude of what sports can mean.