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Anthony Joshua’s voice recreated using ElevenLabs AI for Under Armor campaign
In an innovative move, creative production partner Tool used ElevenLabs’ AI Voice software to recreate the voice of two-time world heavyweight champion Anthony Joshua for a new Under Armor campaign, according to the site ElevenLabs Blog.
The creative solution of the tool
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 not available to participate in the commercial shoot.
To overcome this problem, Tool took a mixed media approach. The campaign combined existing live-action footage owned by Under Armor with custom computer-generated (CG) and AI imagery, motion and sound to bring the project to life.
Leverage ElevenLabs AI technology
A key aspect of the project was the use of ElevenLabs’ Text-to-Speech model for the film’s audio. Using samples from Joshua’s interviews, Tool was able to generate a synthetic clone of his voice. This AI-generated voiceover provided realistic narration without requiring Joshua’s physical presence in a recording studio.
“Everyone was blown away by how good it sounded,” noted Dustin Cailiff, president of Tool. The AI voice software not only provided a hyper-realistic voice-over, but also significantly improved the efficiency of the project.
Typically, creating a commercial involving a global brand and a professional athlete would require multiple rounds of revisions, 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, requiring only one week of the sound design team’s time, an unimaginable feat without ElevenLabs’ generative AI audio.
Artificial intelligence as a creative tool
Tool emphasizes that AI serves as a helpful aid rather than a substitute for creative work. “There is no magic AI button that can generate a commercial. AI is a creative tool driven by people,” Tool explained.
Cailiff expressed his excitement about the potential of generative AI, saying, “I’m finding that what we’re currently seeing with generative AI is the most exciting opportunity since the advent of the Internet. AI allows us to work with our clients to deliver both creative and business value.”
The successful implementation of ElevenLabs AI in the Under Armor campaign demonstrates the growing role of AI in creative industries, delivering efficiency and high-quality results.
To view the full commercial featuring ElevenLabs voice narration, visit ElevenLabs Blog.
Image source: Shutterstock