Under Armour
Campaign development translating motion, material, and performance into connected visual environments across seven product lines.
Brief
Create a visual framework capable of holding distinct product stories together while keeping performance, energy, and material specificity present in every image.
Approach
The direction treated each product line as an environment within one campaign world. Movement, surface, light, and spatial rhythm became shared rules rather than a repeated layout.
Image-system decisions were developed with production in mind, connecting concept and finish so that the work could remain coherent across formats.
Output
A campaign-development system spanning seven product lines, with visual guidance for image-making and adaptation across the wider body of work.
Legacy source context
For Under Armour's campaign launches across footwear and apparel, I developed AI directed backgrounds across more than seven product lines. The brief called for. Drawing from the visual language of athletes, sport, motion, color, and material construction, each background was built to represent elements of the products as an extension of the story each was telling as well as the technical elements each possess.
Full Case StudyDeliverables
- Campaign development
- Creative direction
- Image-system direction