Motion & Video
Under Armour: an athlete commercial made from AI stills, archive footage and synthetic voice
Runway says production company Tool made an Anthony Joshua spot in four weeks without the athlete present.
Done withRRunway
Reported by Runway
WHAT THEY DID
With the athlete in training and unavailable, director Wes Walker generated thousands of stills, curated and animated selected ones with Gen-2, used text-to-speech for the voiceover, and cut it with licensed footage from earlier Under Armour ads alongside a VFX pipeline.
HOW IT WENT
Tool’s president says it took four weeks against “5–6 weeks on the quick side” for a comparable project, and that a traditional route would have cost far more, without figures.
WORTH KNOWING
Undated; the Gen-2 model it used has since been superseded. A synthetic voice for a real athlete needs explicit consent and contract terms.
Rates the entry, not the tool.
Source: Runway · UndatedOpen as a page
About this source
Type: Vendor customer story · Company claim
- Runway Customers | How Tool is reimagining the commercial production process with Runway
Runway · Runway · Publication date not stated · Checked Oct 20, 2026
Primary account or publisher hosting the account.
Access: Page text was read during research.
Source check: Spot-checked by the 4TC build team on Oct 20, 2026. Re-read on 2026-10-20 for the second research pass. Nobody at 4TC has tested this.
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Added to 4TC Oct 20, 2026 · Last checked Oct 20, 2026
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