UNDER ARMOUR: ALL DAY, ALL NIGHT

*Lead Strategist + Co-Creative Director

Under Armour wanted to relaunch their sportswear handle to reposition their existing product into athleisure categories. My thesis was to highlight our product and visualize how it shows up on people, no matter what they’re doing, from day to night. Partnering with Mekale Jackson (Sr. Director, Content Strategy for Social), we put work into this concept / its potential & landed on showing a dancer, an artist, a runner, and a creator.

Additionally, I was tasked with the story board generation, concept, and creative strategy behind these videos.

Assets:

• Hero Video

• Individual Cutdown Videos

• Photography