Anthony Joshua’s voice recreated with ElevenLabs AI for Under Armour campaign

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

The creative solution of the tool

Tool, known for its expertise in cultural strategies and efficient production processes, faced a unique challenge when it was tasked with creating a campaign celebrating the partnership between Under Armour and Anthony Joshua. Due to Joshua’s demanding training schedule, he was unable to attend the filming of the commercial.

To solve this problem, Tool took a mixed-media approach. The campaign combined existing live-action footage from Under Armour with custom computer-generated (CG) and AI images, motion and sound to bring the project to life.

Using ElevenLabs’ AI technology

A central aspect of the project was the use of ElevenLabs’ text-to-speech model for the film’s audio. By using samples from Joshua’s interviews, Tool was able to create a synthetic clone of his voice. This AI-generated voiceover provided a lifelike narration without Joshua having to be physically present 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 delivered a hyper-realistic voiceover, but also significantly increased the efficiency of the project.

Typically, creating a commercial featuring a global brand and a professional athlete requires multiple rounds of reviews, extending the timeframe 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, taking only one week of the sound design team’s time, a feat that would be unthinkable without ElevenLabs’ generative AI sound.

AI as a creative tool

Tool emphasizes that AI serves as a helpful support rather than a replacement for creative work. “There is no magic AI button that generates a commercial. AI is a creative tool controlled by humans,” explains Tool.

Cailiff expressed his enthusiasm for the potential of generative AI, stating, “I think what we are currently experiencing with generative AI is the most exciting opportunity since the advent of the internet. AI enables us to collaborate with our customers to create both creative and business value.”

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

To watch the finished commercial featuring the ElevenLabs voice, visit the ElevenLabs blog.

Image source: Shutterstock