In a deliberately provocative move, sportswear supplier Under Armour signed international supermodel Gisele Bündchen, in a campaign that relied on her being harshly judged by the online masses. This raw, unedited TV spot sees Gisele working out while her space is invaded by real online comments in reaction to her unexpected partnership with Under Armour, which was made just two days prior to the spot first airing. The comments were collected, rotoscoped and rendered seamlessly into the room around Gisele. But she never breaks focus, proving that will beats noise. The commercial was backed by a site with a custom engine that scraped the web for commentary about Gisele. The live social experiment collated everything that was said about the model and presented it in real time with limited moderation.
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