Harmony Korine's new Under Armour ad builds upon his Spring Breakers aesthetic—but adds Stephen Curry into the mix.
Before Spring Breakers, Harmony Korine dealt in grit rather than flash. The director, who wrote Kids after Larry Clark discovered him skateboarding in Washington Square Park, built his career exploring America's underbelly, from the wayward residents of a destitute Ohio town (Gummo) to a group of sociopathic elderly people (Trash Humpers) to a schizophrenic living amidst a perverse and dysfunctional family (Julien Donkey-Boy). With Spring Breakers, Korine ventured into flashier territory, trading grain and unconventional leads for neon lights and beautiful people.
His upcoming feature, The Trap, will star Benicio del Toro and Al Pacino. In the interim, Korine has directed an engaging commercial for Under Armour starring NBA champion Stephen Curry and a handful of young fans who lend personal context to the MVP's accomplishments. With its red, magenta, and neon lighting and a distinct embrace of the digital medium, the visual style is reminiscent of Nicolas Winding Refn's The Neon Demon.
The Under Armour ad is another step in a bold direction for Korine, whose aesthetics continue to evolve well into his career.