UNDER ARMOUR
The Gift of the Game
Under Armour // The Gift of the Game
Assoc. Creative Director
An anthem film with a global launch and appearances at key sporting events including Super Bowl LVI, supported by several targeted athlete spots, Gift Of The Game established a new platform for UA, co-created from the outset to authentically bring them from product-led to purpose-led. Over nearly a year, we interviewed dozens of young athletes to understand the real issues that make it difficult for them to play sport and we let their experiences define our message, crafting a new brand grammar for UA that would form the powerful thread to connect who UA is with who they would become.
Team Credits:
Collaboration Company: DOMO
Executive Creative Director, Director, Composer: Andre Stringer
Creative Director: Julian King
ACD: Ginger Boyd
ACD: Christopher Fung
DP: Billy Peña, John Lynch
Producer: Erik Press
Post Producer: Lauren Samuel
Editors: Nathan Caswell, Sophie Kornberg
Sound Design/Mix: Gavin Little
Colorist: Aubrey Woodiwiss
VFX / Lead Flame: Sven Dreesbach
Give the Gift
Under Armour // Give the Gift
Creative Lead & Writer
A holiday campaign that began with strategic exploration of UA’s initial idea: that for athletes, the ultimate gift is one that they earn every day through training. Strategically, while we knew this idea would resonate with UA’s existing athlete community, we needed to understand the gift-givers in the lives of those athletes. We dove deep into Under Armour’s role as a potential connector between the athlete and the gift-giver, a source of clarity that could shine a light on the way athletes live their lives for the non-athletes who care about them.
Team Credits:
Collaboration Company: DOMO
Executive Creative Director, Co-Director, Composer: Andre Stringer
Co-Director: Noah Conopask
Creative Lead, Writer: Ginger Boyd
Writers: Peter Buck, Nathan Caswell
Account Senior Producer: Erik Press
Producer: Dina Oberley
Director of Photography: Eric Ulbrich
Editorial Company: Union Editorial / Marshall Street Editors
Editor: Tim Thornton-Allan
Assistant Editor: Otto Mertins
VFX: Mannix Richenbacker
Colorist: Aubrey Woodiwiss
Real Tough
Under Armour // Real Tough
Creative Lead & Writer
When you dig deep, what do you find inside? To cultivate resilience, you must experience failure and frustration. Every athlete has experienced those valleys in their training, moments that push them to their limit, bring them to the point of utter exhaustion, and allow them to really look within and find out who they are. It was crucial to unearth the most evocative version of this shared experience. To capture that feeling and allow it to reflect and inspire all athletes, from elite pros like Seth Curry, Jordan Thompson, and Fleur Jong, to everyday focused performers who embody this way of seeing the world.
Team Credits:
Collaboration Company: DOMO
Executive Creative Director: Andre Stringer
Director: Julian King
DP: Eric Ulbrich
Creative Lead/Writer: Ginger Boyd
Writer/Editor: Nathan Caswell
Assistant Editor: Sophie Kornberg
Account Senior Producer: Erik Press
LA Producer: Dina Oberley
NY/AMS Producer: Jon Messner
Colorist: Aubrey Woodiwiss
VFX: Sven Dreesbach
The Project Is Calling
Under Armour // Project Rock
Creative Lead & Writer
When we began collaborating with the teams from Under Armour, Project Rock and Seven Bucks Marketing for “Step In — The Project Is Calling,” there were several objectives we’d need to hit with one powerful, effective campaign. First and foremost, the goal was to foster and excite the community at every touchpoint; we sought to ignite a powerful call into the Project Rock universe.
At the same time, we aimed to launch three new product collections throughout the season with grammar that would ladder back to our deeper message. And lastly, with Project Rock (an endorsed brand within Under Armour), our work would need to strengthen and deepen consideration and connection with the Project Rock brand name. In short, every one of our 19 films and down funnel applications would need to fire on all cylinders to motivate and inspire our athlete-audience.
Team Credits:
Collaboration Company: DOMO
EDC, Director, DP, Composer: André Stringer
Creative Lead/Writer: Ginger Boyd
Editor: Nathan Caswell
Assistant Editor: Sophie Kornberg
Account Senior Producer: Erik Press