ElevenLabs AI recreates Anthony Joshua's voice for Under Armour 🥊

Revolutionizing Voice Reproduction in Creative Campaigns with AI

An innovative collaboration between Tool and ElevenLabs has paved the way for a groundbreaking approach to voice reproduction in creative campaigns. By utilizing ElevenLabs’ AI Voice software, Tool was able to recreate the voice of heavyweight champion Anthony Joshua for an Under Armour campaign, setting a new standard in the industry.

Tool’s Unique Strategy

Known for their expertise in cultural strategy and efficient production processes, Tool faced a challenge when Anthony Joshua was unavailable for a commercial shoot due to his rigorous training schedule. To overcome this obstacle, Tool adopted a mixed-media approach, combining existing footage with custom computer-generated visuals and AI technology to bring the campaign to life.

Utilizing existing live-action footage
Integrating custom computer-generated visuals and AI
Creating a seamless campaign celebrating the partnership

The Power of ElevenLabs’ AI

Central to the project was ElevenLabs’ Text-to-Speech model, which enabled Tool to create a synthetic clone of Anthony Joshua’s voice by using samples from his interviews. This AI-generated voiceover not only sounded remarkably lifelike but also significantly streamlined the project’s timeline and costs.

Generating a realistic voiceover without Joshua’s physical presence
Completing the campaign in just four weeks, a feat that would typically take 5-6 weeks
Reducing costs and enhancing efficiency with AI technology

AI as a Creative Enabler

Tool emphasizes that AI should be seen as a valuable tool rather than a replacement for creativity. By working hand in hand with AI technologies, creatives can unlock new possibilities and deliver high-quality results in a more efficient manner, as demonstrated in the Under Armour campaign.