Case Study: Under Armour x Project Rock for The Rock’s New Film Black Adam

by Frankie Pike

We collaborated recently with Karsten Winegeart to film product shots of Under Armour’s new shoe collaboration with The Rock for his upcoming movie, Black Adam.

In the film, The Rock makes an impact crater when he lands, so 3rd + Lamar Studio Director Ari Morales and Winegeart were inspired to create our own impact crater to show the shoes’ power. To achieve this effect, Morales built a set in our studio out of discarded bricks, 500 pounds of sand, old rebar from construction sites, and lots of charcoal.

The team did a dozen different dynamic shots of the shoe using the cinema robot (AKA Norabot), a RED Gemini, an Iron Glass Helios Lens, Aputure and Nanlite lights, and a hazer. In October, this video was named as an Official Selection in Musicbed Awards.

The following team spent a day at our studio capturing a variety of shots for the promo video:

Motion Control Operator/Set Design: Ari Morales
Director/Editor: Karsten Winegeart
Grip: Tony Stolfa
BTS Photo + Video: Taylor Illgen

Combined with footage of The Rock from his gym in Los Angeles and clips from the movie, this is what we helped create. The video is being used to promote the shoe on Under Armour and Project Rock’s socials.

Behind the scenes on-set

Have an ambitious video project? Reach out to us at [email protected]