Stephen Curry and Jamie Foxx Put on a Fireworks Show in Under Armour’s Cosmic New Ad

Changing the game in only 0.4 seconds

Headshot of Tim Nudd

Under Armour recently showed you hundreds of Stephen Currys in an ad from Droga5. But of course, you only need one Stephen Curry to rewrite the NBA record books. And that's what we get in Droga's latest ad, which kicks off the 2015-16 NBA season by celebrating the Warriors point guard and his cosmic impact on the game of basketball.

Droga5 wanted an epic vibe, so it got Oscar winner Jamie Foxx to voice poetic copy about how thoroughly Curry's lightning-fast shot has changed the game. (Foxx appears onscreen briefly, too.) When Curry shoots a three-pointer, he releases the ball in as little as 0.4 seconds—the quickest shot ever measured. This is illustrated with exploding fireworks in the darkly evocative visuals from director Henry-Alex Rubin.

"Stephen is a generational talent, and through hard work and self-belief he's doing things on a basketball court that is impacting how the game is played, coached and seen by fans throughout the world," says Peter Murray, vp of global brand and sports marketing at Under Armour. "This new story, featuring Stephen in the new Curry Two, showcases his dynamic skill set, which is inspiring a new generation of basketball players to challenge the foundation of the game and lead the new era of basketball."

The spot features Under Armour's "Iron Sharpens Iron" Curry Two, the first colorway of Curry's second signature shoe, which hits and retailers on Oct. 24. More colorways of the Curry Two will be released throughout the season.


Client: Under Armour

Campaign: Curry Two

Title "Flash"

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: Tim Gordon

Copywriter: Craig Gerringer

Art Director: Conner Tobiason

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast: Production Ben Davies

Broadcast Producer: Rebecca Wilmer

Integrated Production Business Manager: Librado Sanchez

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Chet Gulland

Group Strategy Director: Harry Roman

Junior Strategist: Isaiah Brown

Senior Communications Strategist: Hillary Heath

Group Account Director: Julian Cheevers

Account Director: Brian D'Entremont

Account Manager: Josh Freeland

Associate Account Manager: Scott Bubis

Senior Project Manager: Courtney Kosup

Project Manager: Monique Lavie

Client: Under Armour

CEO & Founder: Kevin Plank

EVP, Global Marketing: Adam Peake

SVP, Global Brand Strategy: Rick Anguilla

SVP, Global Brand Creative: Steve Battista

SVP, Global Brand Marketing: Adrienne Lofton

SVP, Business Development & Entertainment: Todd Montesano

VP, Global Brand & Sports Marketing: Peter Murray

VP, Creative & Design: Brian Boring

Sr. Director, Strategic Partnerships & Entertainment: Dre Wright

Creative Director, Story Development: Jed Jecelin

Director, Brand Basketball: Tai Foster

Director of Sports, Marketing, Pro Basketball: Kris Stone

Brand Marketing Director, Campaign Integration: Teresa Oles

Director Creative Operations: Eric Clemmer

Production Company: Smuggler

Director: Henry-Alex Rubin

DOP: David Devlin

Partner: Patrick Milling Smith

Partner: Brian Carmody

Executive Producer: Lisa Tauscher

Executive Producer: Drew Santarsiero

Head of Production: Andrew Colón

Producer: Alex Waite

Editorial: Stitch Editorial

Editor: Leo Scott

Assistant Editor: Weston Cadwell

Executive Producer: Mila Davis

Telecine: The Mill

Colorist: Fergus McCall

Postproduction: Framestore

Senior Producer: Christa Cox

Senior Producer: Nicholas Dziekonski

VFX Supervisor / Lead Flame Artist: Martin Lazaro

Compositor: Leslie Chung

Compositor: Hieu Phan

Music Supervisor, Venn Arts: Jonathan Hecht

Track: "Giants" by Tamer, Pusher Music

Sound Duotone: Audio Post

Executive Producer: Greg Tiefenbrun

Mixer/Sound Designer: Andy Green

@nudd Tim Nudd is a former creative editor of Adweek.