Under Armour’s Made of Iron isn’t your typical big-budget ad from a major agency. No, this one comes from a group of University of Maryland, led by Jonathan Rosemond and his fellow students, showing that with creativity and enthusiasm, incredible things can happen—even with limited resources.
A while back, Junior and Jonathan, students at University of Maryland, reached out to me about a concept ad he and his friends had created for Under Armour. Inspired by the idea that “iron sharpens iron,” Jonathan and his team set out to capture the essence of rivalry in sports—how competition pushes athletes to be better, to grow, and to inspire one another.
As someone who’s written about rivalries as a driving force in sports from the start of this blog, I was immediately drawn to the concept. It’s a perfect fit for showcasing how competition fuels both personal and athletic growth.
Jonathan and his team are hoping to get the ad noticed by Under Armour’s creative and marketing team. They asked me for some feedback and insights on their work, and of course, I was happy to oblige. It was a blast to evaluate their project using the Ad-Meter I’ve developed. Check the evaluation here.
Let’s dive into my conversation with Jonathan about the making of Made of Iron, the challenges he faced, and the inspiration behind his powerful student-led project.
Interview with Jonathan Rosemond
Paulius: As a Kaunas native, I have to ask—are you aware of another Kaunas native and basketball legend, Šarūnas Jasikevičius, being a Maryland alum? 😀
Jonathan: Wow, I didn’t know that! At the basketball games at my school, they show archival footage of players who have made an impact. I’ll be sure to look out for him the next time I attend a game. Thanks for sharing!
Experience with Creative Projects
Paulius: Can you tell us about your previous experience with creating video ads, or similar creative projects?
Jonathan: Made of Iron is my first creative spec ad. My journey in video projects started with filming short sports documentaries about my friends. I grew up surrounded by a few D1 athletes, and I saw it as a great opportunity to showcase their stories while displaying my creative vision. I started with filming a track athlete, then a soccer athlete, and the more documentaries I shot, the more experience I gained in filming sports content. Eventually, I decided to challenge myself by branching out into a new category—sports advertisements.
Paulius: What tools, techniques, or skills do you use for making videos?
Jonathan: A big factor in how I create videos is experience. Every time I’m on set, I’m learning something new. I may have some experience, but I’m still a beginner, as every project teaches me more. When I first started, YouTube was my best friend. I’d search questions like “How to operate a camera?” or “How to get that blurry background?”
I also practiced by filming skits, often filming myself. That’s where I learned a lot. I needed a tripod, a few lights to help with that cinematic look I wanted, and then I worked on piecing together the edits to make it feel even more cinematic. The more I practiced, the more skills I gained.
Inspiration Behind the Ad: Why Under Armour
Paulius: What were your main inspirations for creating this video ad? Did any memorable sports video ads influence your vision?
Jonathan: I was inspired by the Gatorade ad “Make Your Rival Your Fuel.” That was one of my favorite Gatorade ads. It showed rivalries between athletes from different sports, and the crescendo in the music synced with the visuals—it gave me goosebumps. I wanted to replicate that feeling. My goal was to create something that would make the audience feel something powerful, just by watching the video.
Paulius: Why did you choose Under Armour for your project? How does their brand inspire your creativity and provide you with the right material for a sports video ad?
Jonathan: I chose Under Armour because my school has a deep connection with them. Not only are we sponsored by Under Armour, but it also started right here at Maryland. The current CEO, Kevin Plank, started Under Armour while he was a student at the business school here. I’m a part of that business school, and every time I walk out of class, I see a banner showcasing his legacy.
Under Armour had a campaign called The Only Way Is Through, which had a variety of sports-related ads showing grit, hard work, and rivalry between athletes. I loved this kind of content. It inspired my project, especially their use of narration to guide the story.
Paulius: How did you come up with the idea for the ad? Was it inspired by memorable sports moments, iconic ads, or your personal connection to the brand?
Jonathan: The idea for this ad came from a Bible verse: “Iron sharpens iron, and one man sharpens another” (Proverbs 27:17). This concept resonated with me because it’s something I’ve seen true in my life. When I work with others, I get “sharper” in my craft. I wanted to show how having someone push you beyond your limits helps you grow, just like how rivals push each other in sports.
Reflecting back to the Gatorade commercial, when I saw Lionel Messi, I thought of Cristiano Ronaldo. Their rivalry was one of the best I’ve experienced. Even though they were never teammates, in a way, they pushed each other to be better. They fought for the same trophies for years, indirectly pushing each other to new heights. In Made of Iron, I showed athletes training alone, and then competing against each other, reinforcing the idea that “iron sharpens iron.”
Planning and Filming
Paulius: What steps did you follow when planning how to create this video ad?
Jonathan: The first step was the pre-production phase. I spent a lot of time researching ads that I liked, studying the shots that appealed to me. Once I felt like I had enough research, I began brainstorming ideas. I had limited resources and access to locations, so I developed a concept around that. We shot at a track, and the entire concept evolved around track & field. After that, I gathered my friends to help me out. Once the concept was locked, I created a storyboard to guide the production.
Paulius: How did you balance creativity with ensuring the ad remained true to Under Armour’s image?
Jonathan: Since the ad wasn’t affiliated with Under Armour, I had creative freedom. However, I used their existing ads as inspiration. I wanted to create something that felt like an authentic Under Armour ad, so if someone saw it, they’d think, “This could be a real Under Armour commercial.”
Filming & Refinement
Paulius: Can you share the story behind the filming of your sports video? Did you face any unexpected challenges?
Jonathan: Filming went mostly smoothly. However, on day one at the track, we got kicked off because we were outside of public use hours. After filming the track portion, I wasn’t sure how the concept would turn out, but we pushed through because I knew the editing would bring everything together.
We also faced some challenges communicating my ideas to the crew. They didn’t fully understand the concept, which made the process a bit harder.
Paulius: How did you decide on the visuals, pacing, and overall aesthetic?
Jonathan: For the aesthetic, I wanted to contrast the two characters subtly. One wore a black shirt, the other a white one. One scene had dark lighting, and the other was bright. I also wanted the pacing to reflect intensity, so I started slow, building up to a crescendo as the athletes faced off. That visual and musical build-up was key to creating suspense and engagement.
The Finished Product
Paulius: What message do you want viewers to take away from your sports video ad?
Jonathan: I want viewers to find a rival in their life—someone who pushes them beyond their limits. Rivalries can be beneficial if you see them as a way to grow. I’ve got friends who film too, and I consider them my rivals. When they post their best work, it inspires me to keep improving.
Big thanks for Jonathan for reaching out and sharing his thoughts about creating sports video ads. It’s been great and make sure you follow him on social media.
Check out Jonathan on: Instagram, LinkedIn, and YouTube.
