Anthony Joshua’s Voice Recreated Using ElevenLabs’ AI for Under Armour Campaign

In
an
innovative
move,
the
creative
production
partner
Tool
has
employed
ElevenLabs’
AI
Voice
software
to
recreate
the
voice
of
two-time
world
heavyweight
champion
Anthony
Joshua
for
a
new
Under
Armour
campaign,
according
to
the

ElevenLabs
Blog.

Tool’s
Creative
Solution

Tool,
known
for
its
expertise
in
cultural
strategy
and
efficient
production
processes,
faced
a
unique
challenge
when
tasked
with
creating
a
campaign
celebrating
Under
Armour’s
partnership
with
Anthony
Joshua.
Due
to
Joshua’s
demanding
training
schedule,
he
was
unavailable
to
participate
in
the
commercial
shoot.

To
overcome
this,
Tool
adopted
a
mixed-media
approach.
The
campaign
combined
existing
live-action
footage
owned
by
Under
Armour
with
custom
computer-generated
(CG)
and
AI
visuals,
motion,
and
sound
to
bring
the
project
to
life.

Leveraging
ElevenLabs’
AI
Technology

A
pivotal
aspect
of
the
project
was
the
use
of
ElevenLabs’
Text-to-Speech
model
for
the
film’s
audio.
By
utilizing
samples
from
Joshua’s
interviews,
Tool
was
able
to
generate
a
synthetic
clone
of
his
voice.
This
AI-generated
voiceover
provided
a
lifelike
narration
without
requiring
Joshua’s
physical
presence
in
a
recording
studio.

“Everyone
was
blown
away
by
how
good
it
sounded,”
remarked
Dustin
Cailiff,
President
at
Tool.
The
AI
voice
software
not
only
delivered
a
hyper-realistic
voiceover
but
also
significantly
enhanced
the
efficiency
of
the
project.

Typically,
creating
a
commercial
involving
a
global
brand
and
a
professional
athlete
would
require
multiple
rounds
of
reviews,
extending
the
timeline
to
5-6
weeks.
However,
the ‘Forever
is
Made
Now’
campaign
was
completed
in
just
four
weeks.
Additionally,
the
project
proved
to
be
cost-effective,
as
it
only
required
one
week
of
the
sound
design
team’s
time,
a
feat
unimaginable
without
ElevenLabs’
generative
AI
audio.

AI
as
a
Creative
Tool

Tool
emphasizes
that
AI
serves
as
a
helpful
aid
rather
than
a
replacement
for
creative
work.
“There
is
no
magic
AI
button
that
will
generate
a
commercial.
AI
is
a
creative
tool
that
is
guided
by
people,”
Tool
explained.

Cailiff
expressed
his
enthusiasm
for
the
potential
of
generative
AI,
stating,
“I’m
finding
that
what
we’re
currently
seeing
with
generative
AI
is
the
most
exciting
opportunity
since
the
rise
of
the
internet.
AI
is
allowing
us
to
work
with
our
clients
to
provide
both
creative
and
business
value.”

The
successful
implementation
of
ElevenLabs’
AI
in
the
Under
Armour
campaign
showcases
the
growing
role
of
AI
in
creative
industries,
offering
both
efficiency
and
high-quality
results.

To
view
the
finished
commercial
featuring
ElevenLabs’
voice
narration,
visit
the

ElevenLabs
Blog.

Image
source:
Shutterstock