When Under Armour wanted effective creative work built around mental resilience, they came to Baked. We built a narrative that highlighted both Anthony Joshua’s legendary mental fortitude and the power of UA’s gear in preparing athletes for the mind games, not just the physical battles.
In an age where social media thrives on noise and everyone’s talking a big game, AJ has built a career on doing the opposite. He’s the embodiment of “Say Less.” His strength doesn’t lie in trash talk or attention-seeking; it’s in action, in staying laser-focused, blocking out the chatter, and letting results do the talking. This was our concept’s heartbeat, perfectly aligned with the mindset of UA athletes—actions over words.
For the first time in history, more people are training for their mental health than for weight loss. We understood that the psychological edge was what set top athletes apart. This insight led us to reframe the conversation around sport—shifting from the physical grind to the mental resilience that every competitor, from elite pros to everyday gym-goers, needs to succeed. This mental edge became our focus, with AJ’s discipline the cornerstone of this narrative.
The “Say Less” campaign was about visualising this mental clarity amidst chaos, showing how AJ blocks out the noise. We worked at Silvertown Studios, using cutting-edge virtual production to create dynamic, immersive environments that didn’t just look slick but felt real. LED screens were the canvas for everything—from the sweat-soaked gym to the dark, infinite tunnel that represents the mental journey athletes undergo.
The brilliance? We didn’t need multiple locations or endless setups. Virtual production allowed us to seamlessly move AJ through different scenes, maintaining the visual intensity while maximising efficiency with his limited availability. This creative flexibility wasn’t just convenient; it gave the campaign its pace, allowing us to depict the weight of mental resilience without missing a beat.
AJ’s story wasn’t just about blocking out the noise of trash talk. It was about cutting through the digital and social media distractions and focusing on what matters. The comments, tweets, and headlines appearing around him weren’t just visual noise—they were the chaos that every athlete faces when they’re on their journey. But AJ’s ability to drown out both the praise and the criticism and stay locked into his goals is what resonated most deeply with the audience.
The result? A movement that spoke to athletes' mental toughness. Under Armour and Sports Direct were positioned as more than just sports brands—they became the gear that equips you for the mental game of life, not just sport.
Through a blend of creativity, strategic insight, and cutting-edge production, we delivered a campaign that didn’t just capture Anthony Joshua at his peak—it captured the mindset of champions everywhere. “Say Less” is proof that when you strip away the noise and focus on what really matters, the results speak for themselves.
Ready for greatness? Say less.