Get the latest tech news
‘Massively concerning’: Under Armour’s ‘AI-powered sports commercial’ sparks controversy
A sports advertisement posted by Under Armour sparked a debate among directors concerned about the future of the industry.
Director Gustav Johansson wrote in the comments of the social media post that “all the stuff with the athlete,” was directed by him and shot by cinematographer André Chemetoff for a previous Under Armour advertisement. Hermeilio Miguel Aquino, a UK-based fashion photographer and filmmaker who goes by the name Kino, has directed commercials for several large brands and said the advert takes a sequence from a previous director and “repurpo[ses] it for this new campaign”. Walker, the director of the commercial who has also produced sports advertisements for Gatorade, Jeep, and Nike among others, said that he was asked to “build a film from nothing but editing assets, a 3D model of Anthony Joshua and no athlete access”.
Or read this on r/technology
