Under Armour shows the Brazilian supermodel in a different light; Working out her boxing routine in sweaty gym clothes with her hair up in a messy ponytail. The delicate model is kicking butt, and all the while tweets responding to her announcement as an Under Armour spokesperson are projected over her form and the surrounding walls. The words flash between judgmental and inspirational, including 'stick to modeling sweetie' and 'bravo! Gisele can do anything!' The overall effect is one of Gisele doing exactly what she wants in spite of her criticisms, and being spurred on by her fanbase's support.

The tweeted projections in the scene were added by The Mill creative team. Shoot supervisor and 3D Lead Artist Vince Baertsoen describes the process: "While on set, we mapped out the space and recreated it in a 3D environment. The projections were added in by the compositors, angled to interact with the 3D walls and Gisele herself."

Vince also led the team in collaboration with Active Theory and Droga5 for Under Armour's interactive website. Fans who visit the website can tweet in and watch as their words are projected into the spot in real time.

The effective final spot shows a different angle of living under a social microscope, bombarded by contradicting opinions. It continues the message launched by the first commercial in the campaign 'I Will What I Want' starring ballerina Misty Copeland, rousing women to follow their will and rise above the noise.